New at Pentagram
Preview: Israel Museum
The renewed Bronfman Archaeological Wing of the Israel Museum designed by Daniel Weil and John Rushworth opens on 25 July following over five years of work. The Archaeological Wing originally opened in 1965 and has been redesigned and restored by Pentagram as part of the whole scale renewal of the entire museum campus.
New Work: Bertazzoni
Pentagram has enlisted the collaboration of information design specialists Applied Information Group (AIG) in the design and production of a new website for Bertazzoni, Italian manufacturers of precision-engineered cooking ranges.
The site builds on the branding created by Pentagram when Bertazzoni launched on the American market in 2005. The brand platform is constructed around the strong heritage of the family company and its founding in the 19th century, and the fine engineering and food traditions of Emilia Romagna in Italy, where the company has its base.
New Work: Armani Hotel Dubai
The first Armani brand hotel opens on April 27 in the Burj Khalifa, Dubai, the world’s tallest building. John Rushworth and his team at Pentagram have been responsible for the naming, identity, visual brand positioning and marketing collateral to bring the distinctive Armani philosophy and style to this and three other hotels due to open in Milan, London and New York. With the Hotels and Residences—the Dubai hotel includes 144 luxury apartments—designer Giorgio Armani is looking to build “the Armani universe into a comprehensive lifestyle brand.”
The brand elements express a philosophy that is relaxed, elegant and confident, with a refined Armani logo, symbols for each location, a restrained and sophisticated colour palette and sensuous materials.
The book to sell properties off-plan for the Dubai Residences epitomises this elegant restraint. The slipcover and binding are dressed in fine taupe cloth, discreetly embossed with a desert orchid symbol, the inside is elegantly minimal and illustrated with sumptuous photography.
New Work: Mothercare
John Rushworth and Daniel Weil have designed the branding and packaging for All We Know, a new range of baby toiletries for Mothercare. The creation of a coherent and focused sub-brand enables Mothercare to draw on its reputation as a trusted brand whilst adding new elements that help to differentiate these products from the competition. The All We Know range contains natural extracts, is suitable from birth and has been tested by a panel of midwives.
New Work: Kanuhura Resort
John Rushworth has designed the identity and signage for Kanuhura, a luxury resort on a remote atoll in the Maldives. It was one of the first five star hotels in the region and is the most remote in its class. It is further distinguished from its competitors by being the only one to have been developed locally rather than by an international hotel group.
Authenticity and remoteness provide the key to the resort’s success and the basis for Pentagram’s ‘Castaway Chic’ brand positioning. This celebrates the contrast between simple desert island living and five star luxury.
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
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