Pentagram by Kate Ross
Pentagram originated in London in 1972. Their main goal, like many design companies, was collaboration, but with a fresh outlook. Pentagram is known for being a firm of equals. Their system is known as a “flat” organization. There are no executive officers, no CEOs or CFOs; each of the 17 partner-designers shares an equal standing within the company. They have equal incomes and they each own an equal portion of the firm. This is so different than any other companies that I know of. It is a completely different and fresh outlook on running an agency and in my opinion, is one of the reasons why Pentagram is so successful. The London company soon expanded, resulting in four other offices: New York in 1978, San Francisco in 1988, Austin in 1994, and Berlin in 2002.
Pentagram is also known for periodically inviting new members to join, whom are seen as being just as equal as the members that have been there for longer. This renews the firm, keeping their ideas fresh and unique. Theo Crosby, one of the founding partners, explains how Pentagram’s structure was inspired from working on his exhibition This is Tomorrow. He states, “It was my experience at a loose, horizontal organization of equals. We have brought it…to a kind of practical and efficient reality at Pentagram.” Each member establishes their own relationship with clients depending on what their specialty is. The designers work together, but they are independent all at the same time, making for an amazing team.
Pentagram does work in graphic design, identity, architecture, interiors, and products. They have designed packaging and products for Tesco, Boots, Swatch, Tiffany & Co, Dell, Netgear, Nike, and Timex. They have also created identities for Citibank, United Airlines, and Saks Avenue. Their identity for the Co-operative brand in the UK won them the silver award from the Design Business Association. Pentagram also does architectural work for the Harley Davidson museum, Citibank interiors, Clear Channel buildings in London, as well as various private residences, restaurants, and exhibitions. Pentagram also does pro bono work for non-profit organizations and has recently done work for the One Laptop Per Child. On February 12, 2008, they were awarded the “DNA” award for incorporating pro bono services into business culture by the President’s Council on Service and Civic Participation.
Offering a broad range of design services around the world, Pentagram calls themselves an “international network of first class collaborators.” They do everything at Pentagram, from creating a logo and a symbol for a company, to designing their packaging, to redesigning their environment, to creating their website, and the list goes on. Some of their pieces in their online portfolio are things that we have been working on in Visual Communications. It is really amazing to see a well-established company doing work that we are doing in an undergraduate class. From designing book covers to logos to shopping bags, we are doing it all this year and it is really great to see similar work from such a well-known and successful design firm like Pentagram.
Logotype for New York headquarters of the American Institute of Architects.
Proposed European Solidarity Center in Gdansk, Poland
Book covers for Serif Books, a London-based independent publishing house
Brand Identity and packaging for Saks Avenue
National Magazine Award-winning design of the urban weekly.
Interior of NYC office
