Pentagram redesigned the official publication of the prestigious Haas School of Business at the University of California, Berkeley. The magazine, which goes out to 40,000 alumni, faculty and students, was formerly known as CalBusiness but has announced its new name, Berkeley-Haas magazine, with the launch of the completely revamped publication this week.
In addition to changing the longstanding title of the magazine, Pentagram completely reimagined the publication's content and its overall look and feel to better reflect the institution's four defining principles: Student Always, Beyond Yourself, Confidence Without Attitude, and Question the Status Quo. The cover of the launch issue features Haas alumnus John Foraker, the CEO of Annie's, a leading purveyor of organic and natural convenience foods, which just went public, playfully shoving a giant spoonful of gooey macaroni and cheese into his mouth. The headline accompanying the purposely non-corporate image of the business executive is "Cheese Wiz." The special "Food Issue" continues the comfort-food theme with a feature on L.A. super-chef and food entrepreneur Eric Greenspan, who has managed to reinvent the humble grilled cheese. The story features a full-page photograph of one of his towering sandwiches, called "The Champ" because it won the 2008 Grilled Cheese Invitational. Greenspan's cheesy creation also elevates the price of the American classic to a new level.
