Pentagram

Pentagram

Baskin Robbins Brown

Visual identity, packaging and name for a South Korean concept store offering a new twist on a much loved ice cream brand.

Pentagram has created a new name, visual identity and packaging that moves the concept away from the youthful associations of the original Baskin Robbins brand.

As well as evoking associations with coffee and chocolate, the first two letters of ‘Brown’ act as an acronym for ‘Baskin Robbins’.

A family of circles and spots — extrapolated from the target-style ‘O’ icon — has been applied across the identity, resulting in a coherent visual language that swiftly communicates the cafe's product offering to its time-poor customers.

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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.
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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.