Pentagram (design studio)

Pentagram (design studio). Pentagram is a world-renowned, multi-disciplinary design studio founded in London in 1972. It is distinguished by its unique structure as a cooperative of partners, each leading their own team while sharing resources and profits. The firm's work spans graphic design, industrial design, architecture, and interior design, serving a global roster of prestigious clients. Its influence on modern design is profound, rooted in a philosophy that emphasizes intellectual rigor, creative independence, and a commitment to solving fundamental client problems.

History

Pentagram was established in 1972 by five founding partners: graphic designers Alan Fletcher and Colin Forbes, architect and designer Theo Crosby, industrial designer Kenneth Grange, and graphic designer Mervyn Kurlansky. The name was chosen to reflect the five original members. The studio quickly gained prominence for its innovative approach, merging diverse design disciplines under one roof. Early significant projects included work for Reuters, Penguin Books, and the Victoria and Albert Museum. Throughout the 1970s and 1980s, Pentagram expanded its influence, opening an office in New York City in 1978 and later establishing presences in Austin, Berlin, and San Francisco. Its history is marked by the steady addition of new partners, each bringing distinct expertise and sustaining the studio's creative evolution over decades.

Partners and structure

Pentagram operates as a meritocratic partnership, a unique model in the design industry. The studio is owned and managed by its partners, who function as a collective of equals. Each partner runs an autonomous team, handling their own clients and projects, but shares overhead costs, studio facilities, and profits with the collective. This structure fosters both individual entrepreneurial spirit and collaborative support. Notable past and present partners include influential figures such as Paula Scher, Michael Bierut, Kit Hinrichs, Angus Hyland, Eddie Opara, Natasha Jen, and Abbott Miller. The partnership model allows for generational renewal, as retiring partners sell their shares to new inductees, ensuring the studio's continuity and fresh perspectives.

Notable work and clients

Pentagram's portfolio encompasses iconic projects across multiple design fields. In graphic design and branding, the studio has created enduring identities for Citibank, Mastercard, The New York Times, Saks Fifth Avenue, Windows 8, and the Shakespeare's Globe theatre. Its industrial design work includes the iconic Kenwood Chef mixer and designs for Kodak. In architecture and interiors, significant projects have included the Diana, Princess of Wales Memorial Fountain in London and retail spaces for Saks Fifth Avenue. The studio's diverse client list features major cultural institutions like the Museum of Modern Art, corporations such as Nike and IBM, and governmental bodies including the United States Department of Energy.

Design philosophy and influence

The firm's philosophy is characterized by a problem-solving approach that prioritizes clarity, functionality, and conceptual strength over a singular house style. This ethos, championed by founders like Alan Fletcher, values intellectual content and appropriateness to the client's core needs. Pentagram has profoundly influenced global design culture by demonstrating the power of multi-disciplinary practice and the viability of the partner-owned studio model. Its emphasis on the designer as author and strategic thinker has elevated the profession's status. The work and writings of its partners, through publications and lectures at institutions like the Rhode Island School of Design, have educated and inspired generations of designers worldwide.

Recognition and awards

Pentagram and its partners have received extensive acclaim from the international design community. The studio's work is in the permanent collections of major institutions including the Museum of Modern Art, the Smithsonian Institution, and the Victoria and Albert Museum. Individual partners have been awarded some of the field's highest honors, such as the AIGA Medal, the Royal Designer for Industry distinction from the Royal Society of Arts, and the National Design Awards presented by the Cooper Hewitt, Smithsonian Design Museum. The firm's consistent excellence is also recognized through frequent inclusion in prestigious competitions like the D&AD Awards and the Art Directors Club annuals.

Category:Design companies Category:Graphic design studios Category:Industrial design companies Category:Architecture firms Category:Companies based in London Category:Design organizations