Pentagram

Source: Prezi.com

Although major design studio Pentagram did not officially form until 1972, its origins go back over a decade to the first partnership between designers Alan Fletcher, Colin Forbes, and Bob Gill. The partnership had humble beginnings; the firm initially consisted of just the three designers and a receptionist, and there was very little to keep them busy. "What little work they had came from Time and Life, Pirelli and Penguin books," and the average charge to design a cover for Penguin was just 30 pounds (Fletcher 2013).

When Colin Forbes suggested expanding the group in 1965 by bringing in architect Theo Crosby, Bob Gill was unhappy, choosing to leave because "he found the whole protracted world of architecture infuriating, preferring the immediacy of graphics" (Fletcher 2013). However, the choice to bring in Crosby proved wise as the studio's business grew rapidly, acquiring high profile clients like Shell, Reuters, Arthur Anderson, and Canard. The growth led the trio to discuss expansion, and with the addition of product designer Kenneth Grange and associate designer Mervyn Kurlansky, Pentagram was formed.

Pentagram logo; Source: Pentagram

Pentagram logo; Source: Pentagram

Today, Pentagram is "the world's largest independent design consultancy" and has offices in London, New York, San Francisco, Berlin, and Austin (Herb Lubalin Study Center, 2013). Their client list ranges from "multinational corporations, under-funded arts organizations and interesting individuals." They are recognized for their ability "to make seemingly deadpan companies appear fun-loving people" (Webb, 1993). The company is structured differently, operated as "a federation of small overlapping companies, each run by a partner who has gained recognition in his or her own field," which allows partners to enter and leave "without damaging the overall structure" (Webb, 1993). The overall result is a multi-disciplinary firm that designes everything from "architecture, interiors, products, [corporate] identities, publications, posters, books, exhibitions, websites, and digital installations" (Pentagram, 2014).

The thought process behind the design work Pentagram does can be seen in the redesign of the Daily Show, as covered in an article by Business Week. When the television show relocated its studio in July of 2005, Pentagram was retained to design the new set and graphics for the show. The design team put in a large amount of work researching the source material they were trying to parody, in order to create a loyal homage that offered an improved design. The designers attempted to create graphics that were more subtle, as the show's executive producer state that "the best design is the things that insinuate themselves into your mind without overtly doing so" (Vanderbilt, 2005).

A list of many of Pentagram's clients and work samples can be seen on the company's website, but there is also video that shows the life of the company as though it was a person, telling the story with images of the group's work throughout the years:

Sources:

Herb Lubalin Study Center. (2013). Image of the studio: Pentagram. Retrieved from
http://imageofthestudio.com/studio/pentagram

Fletcher, R. (2013). Alan Fletcher: Work and play. Retrieved from
http://www.alanfletcherarchive.com/era/1972-1992-pentagram

Pentagram. (2014). About. Retrieved from http://www.pentagram.com/work/#/all/all/newest/

Vanderbilt, T. (2005). The Daily Show: Satire restyled. Retrieved from
http://imageofthestudio.com/studio/pentagram

Webb, B. (1993). The boy's book of Pentagram. Retrieved from
http://www.eyemagazine.com/review/article/the-boys-book-of-pentagram