Pentagram

Isomorphic Labs Beautiful Symmetry: Pentagram’s new website for Isomorphic Labs creates a new visual language for digital biology.

Mosaic Rooms New strategy, brand identity and tone of voice for Mosaic Rooms, a charity and cultural institution in London

The Obama Presidential Center The typographic installation on the façade of the new museum in Chicago features an excerpt from President Obama’s 2015 ‘You Are America’ speech.

Hiut Visual identity and art direction for a company making beautifully crafted premium denim from its family-run factory in Aberteifi, Wales.

Guggenheim Visual identity for the constellation of global art museums.

Folger Shakespeare Library Visual identity and signage for the world’s largest Shakespeare collection, located in Washington, DC.

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.

Rugiet Brand identity and custom typeface for a fast-growing leader in men’s health.

Our Future is the Ultimate Project

Deploying information design, branding, installations, and digital applications, Pentagram has partnered with groundbreaking environmental organizations around the world – public, private, and nonprofit – to confront the challenge of climate change. Addressing complex data and scientific concepts requires not just precision and rigor, but empathy and humanity. And in the face of urgency that can sometimes seem overwhelming, we must never forget the power of beauty, storytelling and, above all, optimism.

See latest projects

- Jetour
  
  Brand identity for the new G Series of premium off-road vehicles.
  
  Manufacturing & Industrials Transport
- Pfizer
  
  Creating a branding system that can scale, flex, and maintain trust.
  
  Health

The Secret Life of Things

Industrial design, the art of helping objects tell their stories, has been a key part of Pentagram from the start. The legendary Sir Kenneth Grange, designer of the Anglepoise lamp and British Rail’s InterCity 125 train, was one of the firm’s five founders. That commitment has been maintained over the last half century by designers such as Daniel Weil and Robert Brunner, and continues to flourish through partners Jon Marshall and Piotr Woronkowicz. While the output today is just as likely to be computing hardware and electric vehicles as cookware and cosmetic packaging, the challenge of finding magic and meaning in the meeting of form and function remains the same.

Caligra c100 Developer Terminal

Industrial design of computer hardware for professional environments.

MINI x DEUS

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

Loka Chai Maker

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

Dr. Jart+

Containers and product design for the global skincare brand that fuses science and art.

Peter F. Collier Award for Ethics in Journalism

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

Behold Wildlife Camera

Industrial design of a species-detecting AI-powered camera that makes following wildlife in your garden simple, engaging and fun.

Gush

Brand identity framework for a company that creates innovative materials for the built environment that support well-being.

Yoto Player 3rd Generation

Industrial design for an audio content and device brand for families.

Because of my editorial background I believe that everything we do is about storytelling. Whether it’s a design or a package, it needs to tell you a story. It needs to tell you something.
DJ Stout

8 latest projects

- Caligra c100 Developer Terminal
  
  Industrial design of computer hardware for professional environments.
  
  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

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.

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Season 50

The Art of the SNL Portrait

Saturday Night Live: The Book

Season 38

See latest projects

Imperial

Brand Identity for one of the world’s top-ten universities.

Education

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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Westinghouse

A brand refresh for the American corporation extends Paul Rand’s iconic logo into a contemporary identity system, complete with custom typeface.

Mastercard

Brand identity to emphasize simplicity, connectivity and seamlessness.

Liberty

A new brand identity for the iconic London store.

Fisher-Price

A brand identity refresh for one of the world’s leading toy companies highlights a return to a playful sense of fun.

Berry Bros. & Rudd

Identity and collateral for Britain's oldest wine merchants.

Chastworth New Pentagram Website Asset Example 3

Chatsworth

Brand identity for Chatsworth and the Devonshire Group.

Rolls-Royce

A new identity for the most precious brand in the world.

National Gallery of Art

A vibrant, contemporary and reimagined visual identity for America’s art museum.

‘Wonka’

Logo design and custom typeface for the musical fantasy film about the origins of aspiring magician, inventor and chocolatier Willy Wonka.

The Joslyn

A new strategic and visual framework accompanies an expansion of the art museum in Omaha, Nebraska

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

International Center of Photography / ICP

Brand identity for the world’s leading institution dedicated to photography and visual culture.

‘Killing Eve’

Identity, titles and type design for the British-made drama television series.

Sharjah City Brand

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

Cohere

A visual identity for the world’s most ‘hyped’ technology.

Wien Modern

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

Does the world really need any more logos? The answer is definitely a qualified ‘yes’. As the world changes, the businesses that help us navigate our way through it also change, and so do the brand identities that represent them.
Angus Hyland

8 latest projects

- IEEE Honors Ceremony 2026
  
  A data storytelling animation celebrating IEEE's 2026 Honoree class.
  
  Technology
- Giorgia Lupi: Data Humanism at Gallerie d'Italia
  
  A nine room exhibition surveying two decades of the lauded information designer's work.
  
  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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The Old Vic

A story-driven identity for one of Britain’s best-known theatres.

University of the Arts London

New identity for Europe's leading arts and design university.

London Fashion Week (AW19)

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

Victoria & Albert Museum

Brand identity and wayfinding for the British national museum of applied art.

The Savoy

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

Natural History Museum

Moving the Museum from catalogue to catalyst.

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.

NYC Parks

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

The Public Theater

Identity designed for one of New York City's leading institutions for new theatrical productions.

NYC Beaches

Identity and signage for New York City Beaches.

The High Line

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

WalkNYC

Wayfinding system for New York City's pedestrians.

Saturday Night Live Season 50

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

Cooper Hewitt Smithsonian Design Museum

Identity, website, and wayfinding design for the expanded New York institution.

The New York Times Building

Signage and environmental graphics for the newspaper's headquarters in New York City.

We have a responsibility whilst filling the world with our creativity. We are deeply affecting our cultures, and that should not be taken lightly.
Harry Pearce

8 latest projects

- Hiut
  
  Visual identity and art direction for a company making beautifully crafted premium denim from its family-run factory in Aberteifi, Wales.
  
  Fashion & Beauty
- 1994 World Cup
  
  Thirty-two years ago, the world came to America for football. This summer, the games come home again.
  
  Entertainment

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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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

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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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2025