Pentagram Recasts the Republican Brand for ‘Newsweek’

Pentagram was one of four design firms asked to “resurrect” the beleaguered Republican Party brand for an exercise in Newsweek’s special end-of-year issue, on newsstands now. Our concept, designed by Michael Bierut, makes use of the “re-” prefix to create a family of words that define the party’s core values and emphasize the power of transformation.

“The two party system only works when you have two strong parties,” says Bierut, a lifelong Democrat. “This theme isn’t meant to redefine the GOP — another appropriate ‘re’ word — but simply provide a context for that redefinition. The party of Lincoln deserves it.”