Pentagram

MotoGP Transforming the world’s greatest motorcycle event into a digital-first global entertainment brand.

Ambessa Play DIY Flashlight Industrial design of a wind-up DIY flashlight that teaches children STEM skills.

Guggenheim Visual identity for the constellation of global art museums.

Netflix Queue A dynamic editorial ecosystem shines a spotlight on the streaming giant’s award-worthy talent and storytelling.

PayPal PayPal's new refreshed brand identity marks the next chapter for PayPal in the lives of its customers and signals a new direction for the business and the brand: one that is simpler, cleaner, more modern and more optimistic.

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

Natural History Museum Moving the Museum from catalogue to catalyst.

Rare Violins of New York Identity and website for the internationally renowned dealer and restorer of rare antique and contemporary violins, violas, cellos and bows.

Yoto Industrial design, branding, visual identity, and packaging for an audio player that kids can control.

Studio Theatre Visual identity, environmental graphics and poster campaigns for the influential theater company in Washington, DC.

See latest projects

- Doris Duke Artist Awards 2025
  
  Arts & Culture
- Asprey
  
  Visual identity for British luxury brand selling fine jewellery, homewares, leather goods, watches, first-edition books and gifts.
  
  Fashion & Beauty Consumer Brands

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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Design is about making choices. Sometimes the best solution is the simplest one.
Emily Oberman

8 latest projects

- ‘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

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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You don't just think of a logo and that's it. You're creating visual languages. The brand has to feel human.
Paula Scher

8 latest projects

- PolyBio Research Foundation
  
  An interactive digital platform for the leading disease research organization.
  
  Health
- ‘This Is Me and Only Me’
  
  A children’s book co-written and illustrated by Giorgia Lupi introduces the concept of personal data to kids
  
  Arts & Culture

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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Natural History Museum

Moving the Museum from catalogue to catalyst.

London Fashion Week (AW19)

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

The Savoy

Identity, website and packaging for a world-famous luxury hotel.

The Royal Botanical Gardens, Kew

Identity for the largest collection of living plants in the world.

The High Line

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

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.

WalkNYC

Wayfinding system for New York City's pedestrians.

Design is not just about problem solving, it’s about asking the right questions.
Natasha Jen

8 latest projects

- 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

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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2024