Pentagram

MINI x DEUS Collaboration with Deus Ex Machina and MINI on comprehensive designs for two one-off John Cooper Works cars.

London Design Biennale 2025 Visual identity for the fifth edition of the Capital’s global design event.

Guggenheim Visual identity for the constellation of global art museums.

American Girl Brand refresh for the beloved line of historical dolls and books that continues to inspire girls today.

Williamstown Theatre Festival 2025 An updated visual direction for the 71st edition of one of the most prestigious festivals in the US, with over seven decades of helping to shape the American theater.

Channel 4 A new masterbrand for the UK’s most disruptive public service broadcaster.

Natural History Museum Moving the Museum from catalogue to catalyst.

ICD Beauty Brand identity and packaging for the Seoul-based beauty brand merging biotechnology with daily rituals.

Behold Wildlife Camera Industrial design of a species-detecting AI-powered camera that makes following wildlife in your garden simple, engaging and fun.

‘A Data Love Letter to the Subway’ A data-driven animation for Fulton Center commissioned by MTA Arts & Design for its 40th anniversary.

General Catalyst Redefining the venture capital brand that is redefining what venture capital can be. Venture beyond.

Together for Palestine Visual identity for a new initiative that organises large, mainstream events to shift culture and public discourse on Palestine.

See latest projects

- UNSEEN
  
  Campaign and identity in support of women’s rights in North Korea.
  
  Arts & Culture
- Scenario
  
  Arts & Culture Manufacturing & Industrials

Retrospective: Saturday Night Live

When a scruffy after-hours comedy show debuted in NBC’s Studio 8H on October 11, 1975, no one could have known that the entertainment world was about to be changed forever. Over the next half century, Saturday Night Live would launch the careers of countless global stars, create indelible catch phrases, and consolidate the reputations of musical acts from Talking Heads to Kendrick Lamar. Since 1994, Pentagram partner Emily Oberman has been the steward of SNL’s graphic image, from the show’s iconic opening titles, to books celebrating its legacy. With each project, she meets the challenge of acknowledging the franchise’s extraordinary legacy while keeping its profile fresh, surprising, and funny.

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Season 50

The Art of the SNL Portrait

Saturday Night Live: The Book

Season 38

Good design is about storytelling. It’s about creating a narrative that resonates with people on multiple levels.
Abbott Miller

8 latest projects

- Behold Wildlife Camera
  
  Industrial design of a species-detecting AI-powered camera that makes following wildlife in your garden simple, engaging and fun.
  
  Consumer Brands Technology
- KARRI
  
  Industrial design of a child-friendly voice messaging device for ages 5-13.
  
  Consumer Brands Technology

Past as Prologue

Dramatic change doesn't always mean throwing everything out. In fact, a company's heritage can provide the best foundation for imagining the future. Looking deep into the past, we uncover important clues about what makes each brand special. But the goal is never timid, incremental compromise. Instead, it's a confident and energetic consolidation of an organization's fundamental - and absolutely unique - personality.

Type Has Spirit

As Pentagram partner Paula Scher said, "Words have meaning. Type has spirit." Even for those who know nothing about fonts, the design of typography shapes the way we receive a message no less than an actor's performance shapes a script. Digital technology has made it possible - and even cost effective - to create a custom typeface, proprietary to an organization or even to one project. This ensures that whatever you say, you speak in a language that's all your own.

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Design and spirituality, it seems, are not so different. In both, we are uplifted through our imaginations.
Eddie Opara

8 latest projects

- ‘Inequalities’ at Triennale Milano
  
  A data-driven visual identity and graphics program for the 24th International Exhibition of the influential design triennial highlights the growing disparities behind global challenges.
  
  Arts & Culture
- Nike Breaking4
  
  Data-driven visual language for Faith Kipyegon's moonshot attempt to break the 4-minute mile.
  
  Fashion & Beauty

London Calling

Pentagram has been an essential part of the London design scene for over half a century. Its founding partners came of age in postwar Britain, and the original formation of their design studio was very much a product of the vibrant 1960s. Today, evidence of Pentagram’s influence can be found all over London - in logos, brand identities, signage systems and campaigns - a reflection of the symbiotic relationship that informs so many creative enterprises in this most inspiring of cities.

Here is New York

Pentagram opened its New York office at an auspicious moment, just as the city was emerging from its 1970s nadir and commencing a renaissance that in many ways has never ended. Working with a wide range of clients over the last five decades – corporate, cultural, civic and commercial – Pentagram has decisively shaped New York City’s visual brand and enthusiastically participated in the city’s continuous redefinition as an irresistible urban magnet.

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The Old Vic

A story-driven identity for one of Britain’s best-known theatres.

Natural History Museum

Moving the Museum from catalogue to catalyst.

London Fashion Week (AW19)

Identity, campaign and graphics system for the British Fashion Council.

Royal Academy of Arts

A new identity for one of Britain's oldest and most esteemed art institutions.

NYC Parks

Identity and signage program for one of the world's largest urban park systems.

The New York Times Building

Signage and environmental graphics for the newspaper's headquarters in New York City.

Cooper Hewitt Smithsonian Design Museum

Identity, website, and wayfinding design for the expanded New York institution.

The High Line

Identity, wayfinding, and promotional materials for the elevated railway turned park in Manhattan.

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

8 latest projects

- Together for Palestine
  
  Visual identity for a new initiative that organises large, mainstream events to shift culture and public discourse on Palestine.
  
  Arts & Culture Non-profits
- ‘The Four Seasons’
  
  Identity and opening title sequence for the Netflix comedy drama series co-written by and starring Tina Fey.
  
  Entertainment

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.

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Pentagram is very much like a co-op. We constantly shape the culture, the work and the spirit of the place together.
Marina Willer

8 latest projects

- London Design Biennale 2025
  
  Visual identity for the fifth edition of the Capital’s global design event.
  
  Arts & Culture
- Bottega
  
  Brand identity and environmental graphics for the Crown Heights, Brooklyn-based mom-and-pop Italian café.
  
  Food & Drink

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.

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2025