Discipline
Sector
Brand Identity
If by brand identity we mean the multifaceted ways that an organization is perceived by the public, then nearly everything Pentagram does is related in one way or another to the design of brands. At this point, it’s a cliché to point out that a brand is much more than a logo — although it might be argued that in today’s digital world, the reductive, telegraphic nature of symbols have made them more valuable than ever as signatures for the companies they represent.
When brands are at their best, these signifiers stand for the full range of human experience. What does it look like? How does it speak to you? What is it like to hold in your hand, encounter on a screen, to step inside it, to share with a friend, to turn to at a time of need? A well-designed brand is, above all, purposeful: at once reliable and surprising, never uniform but always consistent, capable of both adaptability and growth. It happens organically, but it doesn’t happen by accident. This is the essence of brand identity.
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Retrospective: London Design Festival
London Design Festival has been an annual celebration of the power of creativity for over 20 years. Since 2008, Pentagram partner Domenic Lippa has served as the LDF’s creative director, responsible every September for the design of a new visual identity. By inventively remixing a few key elements — typography, a signature red (“the colour of London”), and LDF's simple monogram — the program unifies hundreds of events while reaffirming London’s status as a global design capital.Retrospective: London Design Festival
London Design Festival has been an annual celebration of the power of creativity for over 20 years. Since 2008, Pentagram partner Domenic Lippa has served as the LDF’s creative director, responsible every September for the design of a new visual identity. By inventively remixing a few key elements — typography, a signature red (“the colour of London”), and LDF's simple monogram — the program unifies hundreds of events while reaffirming London’s status as a global design capital. -
Does the world really need any more logos? The answer is definitely a qualified ‘yes’. As the world changes, the businesses that help us navigate our way through it also change, and so do the brand identities that represent them.
Angus Hyland -
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Retrospective: Shakespeare in the Park
In 1954, impresario Joe Papp began a summer tradition of staging free outdoor performances of Shakespeare, inaugurating the Public Theater’s beloved Shakespeare in the Park festival. Pentagram partner Paula Scher, whose relationship with the Public spans four decades, has designed a new identity for the series for thirty consecutive summers. Each campaign is customized to the season’s theme, creating a highly visible graphic vocabulary for outdoor advertising, social media, and on-site signage.Retrospective: Shakespeare in the Park
In 1954, impresario Joe Papp began a summer tradition of staging free outdoor performances of Shakespeare, inaugurating the Public Theater’s beloved Shakespeare in the Park festival. Pentagram partner Paula Scher, whose relationship with the Public spans four decades, has designed a new identity for the series for thirty consecutive summers. Each campaign is customized to the season’s theme, creating a highly visible graphic vocabulary for outdoor advertising, social media, and on-site signage. -
Design and spirituality, it seems, are not so different. In both, we are uplifted through our imaginations.
Eddie Opara -
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Design is about making choices. Sometimes the best solution is the simplest one.
Emily Oberman
