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# Pentagram

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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.

We design everything for everyone

We design  Everything Books Brand Identity Brand Strategy Campaigns Data Driven Experiences Digital Experiences Exhibitions Industrial/Product Design Motion Graphics & Film Packaging Publications Signage & Environmental Graphics Typefaces

for  Everyone Arts & Culture Civic & Public Consumer Brands Education Entertainment Fashion & Beauty Finance Food & Drink Health Hospitality & Travel Manufacturing & Industrials Non-profits Professional Services Publishing Real Estate Technology Transport

## Discipline
Books Brand Identity Brand Strategy Campaigns Data Driven Experiences Digital Experiences Exhibitions Industrial/Product Design Motion Graphics & Film Packaging Publications Signage & Environmental Graphics Typefaces

## Sector
Arts & Culture Civic & Public Consumer Brands Education Entertainment Fashion & Beauty Finance Food & Drink Health Hospitality & Travel Manufacturing & Industrials Non-profits Professional Services Publishing Real Estate Technology Transport

We design  Everything

for  Everyone

## See latest projects

- - ### UNSEEN

Campaign and identity in support of women’s rights in North Korea.

Arts & Culture
- ### Scenario

Arts & Culture Manufacturing & Industrials
- - ### ‘The Art of the SNL Portrait’

Saturday Night Live photographer Mary Ellen Matthews collects her iconic show bumpers in a new monograph.

Entertainment Arts & Culture
- ### ‘A Data Love Letter to the Subway’

A data-driven animation for Fulton Center commissioned by MTA Arts & Design for its 40th anniversary.

Civic & Public Transport
- ### CTrees

Data-driven digital redesign of the global non-profit organization with a mission to inform climate change policies by tracking carbon in every tree on the planet.

Non-profits Technology
- ### MINI x DEUS

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

Fashion & Beauty Arts & Culture Transport
- ### MacroFactor

Brand identity for the science-based health and fitness app.

Health Technology
- ### Storefront Gala 2025

Visual identity and custom typeface for the annual event presented by the Storefront for Art and Architecture.

Arts & Culture

### 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.

(8)

Season 50 The Art of the SNL Portrait Season 48 Season 46 Season 44 Season 40 Saturday Night Live: The Book Season 38

Show more

### 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.

- Season 50
- The Art of the SNL Portrait
- Season 48
- Season 46
- Season 44
- Season 40
- Saturday Night Live: The Book
- Season 38

> Before we design anything we need to understand how the brand is experienced by customers, where it lives, how it functions and what its future is, asking the necessary questions to find a project’s true context.
>
> Luke Powell

## 8 latest Industrial/Product Design 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
- - ### ICD Beauty

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

Fashion & Beauty
- ### Peter F. Collier Award for Ethics in Journalism

Design and production development for the New York University Collier Awards.

Education Manufacturing & Industrials
- ### ‘3 Days in China’

Documentary film by Andrés Fraga visiting factories that make the Ambessa Play DIY Flashlight.

Education Manufacturing & Industrials
- ### Loka Chai Maker

Industrial design of an innovative new device for making chai easily at home.

Food & Drink
- ### Gush

Brand identity and packaging for an advanced materials brand that offers air-purifying paint and other products that support wellness and sustainability

Manufacturing & Industrials
- ### Life Supplies

Industrial design of a range of refillable vessels for a personal care brand.

Fashion & Beauty

### 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.

(Set 1/2)

#### Mastercard
Brand identity to emphasize simplicity, connectivity and seamlessness.

#### National Gallery of Art
A vibrant, contemporary and reimagined visual identity for America’s art museum.

#### Liberty
A new brand identity for the iconic London store.

#### Rolls-Royce
A new identity for the most precious brand in the world.

#### International Center of Photography / ICP
Brand identity for the world’s leading institution dedicated to photography and visual culture.

#### Reddit
Brand identity transformation for the “heart of the internet.”

#### Sharjah City Brand
Strategy, positioning and brand identity for Sharjah, one of the seven United Arab Emirates.

#### Wien Modern
Identity and bespoke monospace geometric typeface for an Austrian festival that celebrates modern music in its many forms.

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

## 8 latest Data Driven Experiences 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
- - ### Gates Foundation 25th Anniversary

An interactive storytelling experience and timeline illustrate the charitable foundation’s impact on global health since 2000.

Non-profits
- ### PolyBio Research Foundation

An interactive digital platform for the leading disease research organization.

Health
- ### Wellesley Renewing Democracy Summit

Personalized data visualizations prompted reflection and conversation for future leaders

Education
- ### ‘Fifty Years of Dia’

An interactive timeline and campaign celebrates Dia Art Foundation’s 50th birthday

Arts & Culture
- ### 'Dear G20 Leaders'

A new campaign calling for global financial reform.

Non-profits
- ### Remission Biome

Brand identity for the radical new patient-centered healthcare organization.

Health

### 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.

(Set 1/2)

#### The Royal Botanical Gardens, Kew
Identity for the largest collection of living plants in the world.

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

#### University of the Arts London
New identity for Europe's leading arts and design university.

#### Natural History Museum
Moving the Museum from catalogue to catalyst.

#### NYC Beaches
Identity and signage for New York City Beaches.

#### Cooper Hewitt Smithsonian Design Museum
Identity, website, and wayfinding design for the expanded New York institution.

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

#### The High Line
Identity, wayfinding, and promotional materials for the elevated railway turned park in Manhattan.

> Design is a powerful tool for social change. It has the ability to challenge norms and inspire action.
>
> Natasha Jen

## 8 latest Motion Graphics & Film 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
- - ### ‘America’s Sweethearts’

Identity and title sequences for the Netflix docuseries about the Dallas Cowboys Cheerleaders.

Entertainment
- ### TwelveLabs

Visual identity and website for a pioneering company that helps machines understand video like people do.

Technology
- ### Saturday Night Live Season 50

A new identity and opening title sequence celebrate a landmark season for the legendary sketch comedy show

Entertainment
- ### ‘Brasil! Brasil! The Birth of Modernism’

Graphics and film for the Royal Academy’s major exhibition on the birth of Brazilian Modernism.

Arts & Culture
- ### Strike Three Films

Brand identity for the film production company.

Entertainment
- ### Porsche

Social media campaign for Ramadan, connecting moments of collective celebration and individual contemplation.

Transport

### 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.

(12)

2024 2023 2022 2021 2020 2019 2018 2017 2016 2014 2013 2012

Show more

### 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.

- 2024
- 2023
- 2022
- 2021
- 2020
- 2019
- 2018
- 2017
- 2016
- 2014
- 2013
- 2012

> Typography is the voice of design. It has the power to convey meaning and emotion in a way that words alone cannot.
>
> Abbott Miller

## 8 latest Signage & Environmental Graphics 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
- - ### ‘Cartier’

Exhibition graphics for a showstopping new immersive exhibition celebrating the luxury brand.

Fashion & Beauty Arts & Culture
- ### ‘Overlooked 2.0’

A vibrant new series of prints by Marina Willer making its debut at the 2024 London Design Festival.

Arts & Culture
- ### Sister

Visual identity and naming for Manchester’s ambitious new science and innovation district.

Arts & Culture
- ### Karel Martens x Pentagram x Liberty

Celebrating the ongoing creative collaboration between Karel Martens, Harry Pearce and the Liberty Fabric Design Team.

Arts & Culture
- ### Bacàn

Identity, environmental graphics, and custom typeface for the Italian restaurant in Williamsburg, Brooklyn.

Food & Drink
- ### London Design Festival 2023

A cinematic new identity for the Capital’s annual festival of design.

Arts & Culture

### 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.

(28)

2025 2024 2023 2022 2021 2019 2018 2017 2016 2015 2014 2013 2012 2011 2010 2009 2008 2007 2006 2005 2003 2001 2000 1999 1998 1997 1996 1995

Show more

### 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.

- 2025
- 2024
- 2023
- 2022
- 2021
- 2019
- 2018
- 2017
- 2016
- 2015
- 2014
- 2013
- 2012
- 2011
- 2010
- 2009
- 2008
- 2007
- 2006
- 2005
- 2003
- 2001
- 2000
- 1999
- 1998
- 1997
- 1996
- 1995

### News

Press Oct 30, 2025

## Marina Willer’s Campaign for UNSEEN Featured on Creative Boom

Press Oct 29, 2025

## Natasha Jen Interviewed on the Front and Center Podcast

Event Nov 06, 2025

## Eddie Opara at Penny Stamps

Event Nov 07, 2025

## Emily Oberman at INTL Assembly

See all news

### New Business Inquiries

London

london@pentagram.com

New York

newyork@pentagram.com

Austin

austin@pentagram.com

Berlin

info@pentagram.de

### About

Pentagram is the world’s most acclaimed creative collective, where 23 partners work independently and collaboratively to shape the future of design. Guided by curiosity and intellect, we create work that redefines ideas, shifts perceptions, and leaves an imprint across disciplines and industries.

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