New at Pentagram
What Type Are You? in The Globe and Mail
Quick Link: What Type Are You? in The Globe and Mail
What Type Are You? on Gizmodo
Quick Link: What Type Are You? on Gizmodo
What Type Are You?
Why did Brian Wilson use Cooper Black on the cover of Pet Sounds? Why did Obama use Gotham for his election propaganda? It has long been apparent that typefaces reflect the character of the person using them, and that type choice, as well as the words that are typed, is a powerful conveyor of meaning.
At Pentagram, we wanted people to be able to understand that meaning properly and use it more consciously. Hence our ‘What Type Are You’ application. Researched over seven years with a team of 23 academics across Eastern Europe, ‘What Type Are You’ asks the four key character questions of our day, analyses your responses in exceptional detail and recommends one of 16 typefaces as a result.
The recommendation is sometimes controversial but always unerringly true. Said one respondent, “At first I felt angry when I was told my type is Pistilli Roman but two weeks later, I was completely reconciled to it. Now I wonder why I ever thought I was a Gill Sans.”
Go to the ‘What Type Are You’ test. Password: character.
Project Team: John Rushworth, partner-in-charge and designer; Kirsty Whittaker, designer. Written by Naresh Ramchandani. Produced by The Brown Studio. Web development by Nerv Interactive.
What Type Are You? on Fast Company
Quick Link: What Type Are You? on Fast Company
What Type Are You? on Very Short List
Quick Link: What Type Are You? on Very Short List
New Work: The Romeo Hotel
A Pentagram team led by John Rushworth has designed the identity of The Romeo Hotel in Naples, the first of a luxury chain of hotels being developed by a Neapolitan family-owned company. The hotel is located on the waterfront in the Bay of Naples, a raw, vibrant landscape. With its striking glass façade by Japanese architect Kenzo Tange and uncompromising modern interiors filled with contemporary art and antique artifacts, the hotel has established itself as a haven in this chaotic but wonderful city.
New Work: Grey Goose
A Pentagram team led by John Rushworth and Daniel Weil has designed three packaging projects for the premium Vodka brand, Grey Goose. The introduction of the packaging is one of a number of ongoing initiatives undertaken by Grey Goose’s parent company, Bacardi, to refocus the brand for its international luxury markets and build on an already impressive rise to success in the United States.
Design Museum’s ‘Feedback’ Lecture Now Available on Podcast
Harry Pearce, John Rushworth and Paula Scher’s “Feedback” lecture held at the London Design Museum last year is now available as a podcast from the museum’s website.
The talk was organized as an accompaniment to the Design Museum’s retrospective “Alan Fletcher 50 Years of Graphic Work (and Play)” and was hosted by the exhibition’s curator Emily King. In the hour-long discussion, Pearce, Rushworth and Scher frequently refer to the ways in which Fletcher influenced their work and careers.
New Work: Essenziale
High-end lingerie store Essenziale in Mayfair, London
Lorenzo Apicella and John Rushworth recently completed a retail space and branding campaign for Essenziale, a new upscale London lingerie and beachwear boutique that caters to both women and men. The goal of the project was to “create an environment and identity that is about intimacy, privacy and elegance” said Essenziale owner Lina Barbara. While at the same time, the interiors and graphics were designed to potentially serve as the basis for a small exclusive retail chain.
New Work: Dorchester Collection
The Dorchester Collection launch at the Dorchester, London
The Dorchester Collection of luxury hotels—The Dorchester in London, The Beverly Hills Hotel in Los Angeles, Le Meurice and the Hôtel Plaza Athénée in Paris, and the Hotel Principe di Savoia in Milan—celebrated the launch of its new identity, designed by John Rushworth, with a series of one-off launch events, designed by Lorenzo Apicella.
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