Pentagram (design firm)

This article is about a graphic design studio. For the shape with intersecting lines, see Pentagram.

Pentagram

Industry	Design
Founded	12 June 1972 in Notting Hill, London, United Kingdom
Founders	Alan Fletcher, Theo Crosby, Colin Forbes, Kenneth Grange, Mervyn Kurlansky
Products	Design consultancy, graphic design, corporate identity, architecture, interiors and products
Website	pentagram.com

The former Pentagram building in Manhattan, at 204 Fifth Avenue, was designed by C.P.H. Gilbert. On top of the building at the time this image was taken (2010) is a statue by Antony Gormley, part of his Event Horizon installation on buildings around Madison Square

Pentagram is a design firm. It was founded in 1972, by Alan Fletcher, Theo Crosby, Colin Forbes, Kenneth Grange, and Mervyn Kurlansky at Needham Road, Notting Hill, London. The company has offices in London, New York City, San Francisco, Berlin and Austin, Texas. In addition to its influential work, the firm is known for its unusual structure, in which a hierarchically flat group of partners own and manage the firm, often working collaboratively, and share in profits and decisionmaking.

History

Alan Fletcher, Colin Forbes, and Bob Gill announced the opening of design studio Fletcher/Forbes/Gill on April 1, 1962. Three years later, Gill left the firm, and Fletcher and Forbes were joined by architect Theo Crosby, forming Crosby/Fletcher/Forbes in 1965. The firm was successful and grew in size, and in the early 1970s, they discussed formalizing a new partnership together with one of their associate designers, Mervyn Kurlansky, and product designer Kenneth Grange.^[1]

In 1972, the now-five partners established a new business structure, and renamed the firm as Pentagram.^[2][3][4][5] The name was inspired by the number of establishing partners, which is the same as the number of points on a pentagram.^[6] In 1982, the partners moved from an office at the rear of Paddington railway station to a new space in Needham Road, in the Notting Hill area of West London. A former dairy, the space was designed by Theo Crosby and remains as Pentagram's London office.^[7]

In 1978 Colin Forbes moved from London to the US to form the New York office, eventually adding graphic designers Peter Harrison and Woody Pirtle as partners. In 1990-91 Michael Bierut, Paula Scher, both graphic designers, and James Biber, an architect, joined the New York office. They eventually moved to a building at 204 Fifth Avenue, a building designed by C. P. H. Gilbert, where the office resided until 2017. The New York office is now located in a building at 250 Park Avenue.^[8]

Scope and clientele

Pentagram is best known for its work in graphic design and corporate identity, but as partners have joined and left has also worked in architecture, interiors, wayfinding and environmental design, packaging, product and industrial design and sound design. Among others, they have developed or updated identities for Citibank,^[9] Sam Labs,^[10] Saks Fifth Avenue,^[11] United Airlines, the Big Ten Conference,^[12] and The Co-operative brand.^[13]

In addition to graphic design work, the firm has partners working on architectural projects such as the Harley-Davidson Museum, the Alexander McQueen shops, Citibank interiors, the Adshel and Clear Channel buildings in London, a host of private residences including the Phaidon Atlas of Architecture listed Bacon Street Residence, the new London club Matter, along with a range of other interior, retail, restaurant and exhibition projects. Pentagram was hired to redesign the American cable television programme, The Daily Show's set and on-screen graphics in 2005.^[9] In 2016 Pentagram were commissioned to design the packaging for the Pink Floyd box set, The Early Years 1965–1972. The set was released in November 2016. In 2019, Pentagram were commissioned to rebrand the entirety of Warner Bros. In 2022, Pentagram were commissioned to create a new logo for season 48 of Saturday Night Live.^[14]

Beyond work for commercial clients, Pentagram also works with cultural institutions and does pro bono work for non-profit organisations. On 12 February 2008 the President's Council on Service and Civic Participation awarded Pentagram the "DNA" award for incorporating pro bono services into their business culture. Recently, Pentagram has done work for the One Laptop per Child,^[15] the High Line, New York's Public Theater,^[16][17][18] and the National Gallery of Art.^[19][20]

Partners

Pentagram was founded on the premise of collaborative interdisciplinary partners working together in an independently owned firm of equals, both financially and creatively. Theo Crosby claimed the structure was suggested to him by his experience of working on the seminal late-1950s exhibition This Is Tomorrow: "it was my first experience at a loose, horizontal organisation of equals. We have brought it... to a kind of practical and efficient reality at Pentagram".^[21]

The firm currently comprises 24 partner-designers, each managing a team of designers and sharing in common overhead and staff resources. The partners in each office share incomes equally and all the partners own an equal portion of the total firm. This equality, along with the tradition of periodically inviting new members to join, renews the firm while giving even the newest members an equal footing with the partners of long standing.^[22] This 'flat' organisation (there are no executive officers, CEO, CFO or board, other than the entire group of partners) along with the self-capitalised finances ^[23] of the business, allows equal participation and control of the group's destiny by each member.

Current partners

• Michael Bierut, New York^[24][25]
• Michael Gericke, New York^[26]
• Luke Hayman, New York^[27][28]
• Jody Hudson-Powell, London^[29]
• Angus Hyland, London^[30]
• Natasha Jen, New York^[31]
• Domenic Lippa, London^[32]
• Sascha Lobe, London^[33]
• Giorgia Lupi, New York^[34][35]
• Samar Maakaroun, London
• Jon Marshall, London^[36][37]
• Abbott Miller, New York^[38][39]
• Emily Oberman, New York^[40]
• Justus Oehler, Berlin^[41]
• Eddie Opara, New York^[42][43]
• Harry Pearce, London^[44]
• Luke Powell, London^[29]
• John Rushworth, London^[45]
• Paula Scher, New York^[46][47][48]
• DJ Stout, Austin^[49]
• Yuri Suzuki, London^[50][51]
• Andrea Trabucco-Campos, New York
• Marina Willer, London^[52][53]
• Matt Willey, New York^[54][55]

Partners emeriti

• Theo Crosby (partner from 1972–1994)
• Alan Fletcher (partner from 1972–1991)
• Colin Forbes (partner from 1972–1993)
• Kenneth Grange (partner from 1972–1998)
• Mervyn Kurlansky ^[56] (partner from 1972–1993)
• John McConnell ^[57] (partner from 1974-2006)
• Ron Herron (partner from 1977–1981)
• Peter Harrison (partner from 1978–1996)
• David Hillman ^[58] (partner from 1978-2007)
• David Pelham (partner from 1981–1986)
• Kit Hinrichs^[59] (partner from 1986-2010)
• Linda Hinrichs (partner from 1986–1991)
• Neil Shakery (partner from 1986–1994)
• Howard Brown (partner from 1987–1988)
• Etan Manasse (partner from 1987–1990)
• Woody Pirtle (partner from 1988-2005)
• Peter Saville^[60][61] (partner from 1990–1992)
• James Biber (partner from 1991-2010)
• Daniel Weil (partner from 1991-2020)
• David Pocknell ^[62] (partner from 1991–1995)
• Lowell Williams (partner from 1994-2007)
• Robert Brunner^[63][64] (partner from 1996-2007)
• Lorenzo Apicella (partner from 1998-2017)
• April Greiman (partner from 2000-2001)
• Fernando Gutiérrez ^[65] (partner from 2000-2006)
• Lisa Strausfield (partner from 2002-2011)
• William Russell ^[66] (partner from 2005-2017)
• Astrid Stavro (partner from 2018-2021)
• Naresh Ramchandani ^[67] (partner from 2010-2021)

References

Bibliography

• "Pentagram." The Design Encyclopedia. Ed. Mel Byars. 2nd ed. New York: Museum of Modern Art, 2004. 431.
• "Pentagram." The Thames and Hudson Dictionary of 20th-Century Design and Designers. Ed. Guy Julier. New York: Thames and Hudson, 1999. 153.
• Profile: Pentagram Design, by Rick Poynor and Susan Yelavich, Phaidon Press Ltd, 2004. (978-0714843773)

Notes

1. Fiell, Charlotte; Fiell, Peter (2005). Design of the 20th Century (25th anniversary ed.). Köln: Taschen. p. 552. ISBN 9783822840788. OCLC 809539744.
2. "Flat File N°8 — Fletcher|Forbes|Gill". The Herb Lubalin Study Center of Design and Typography - Flatfile - Issue N°9. Retrieved 20 November 2021.
3. "Fletcher/Forbes/Gill 1962/3 (Portfolio book)". The Print Arkive. Retrieved 20 November 2021.
4. "1962-1965 Fletcher Forbes Gill | Alan Fletcher". www.alanfletcherarchive.com. Retrieved 20 November 2021.
5. "Modernism101.com | Fletcher, Forbes, Gill: FLETCHER / FORBES / GILL 1962 / 3. London: Fletcher, Forbes, Gill, Ltd., n. d. (1964)". Retrieved 20 November 2021.
6. Hillner, Matthias (2009). Basics Typography 01: Virtual Typography. AVA Publishing. ISBN 978-2-940373-99-4.
7. Gosling, Emily (26 February 2018). "Inside London's Wolff Olins and Pentagram Studios". It's Nice That.
8. "Contact". Pentagram. Retrieved 22 November 2022.
9. Vanderbilt, Tom. "The Daily Show: Satire Restyled." BusinessWeek. Accessed on September 26, 2006.
10. Banks, Tom (12 August 2015). "Pentagram brand for SAM "never stands still"". Design Week.
11. Rawsthorn, Alice. "The new corporate logo: Dynamic and changeable are all the rage." International Herald Tribune. Accessed on May 5, 2007.
12. New Work: Big Ten Conference Logo Archived 2010-12-16 at the Wayback Machine
13. "The Co-operative Brand Identity". Archived from the original on 8 September 2008. Retrieved 21 May 2008.
14. "Saturday Night Live Season 48 — Story". Pentagram. Retrieved 22 November 2022.
15. Scott, Sandy."Six Organizations Honored for Outstanding Pro Bono Service." Archived 2008-02-15 at the Wayback Machine USA Freedom Corps. Accessed on February 26.2008.
16. "Paula Scher's 2020-21 Public Theater identity reflects the times". Creative Review. 12 October 2020. Retrieved 14 November 2021.
17. "public theater lobby graphics by pentagram". designboom | architecture & design magazine. 16 July 2013. Retrieved 14 November 2021.
18. "War, lust, type! How Paula Scher's typographic affair with The Public Theater redefined our culture - TypeRoom". www.typeroom.eu. Retrieved 14 November 2021.
19. "National Gallery of Art Launches Reimagined Brand". www.nga.gov. Retrieved 14 November 2021.
20. Gordon, Chloe (26 May 2021). "The National Gallery of Art's Branding System By Michael Gericke and Michael Bierut Is Frame Worthy". PRINT Magazine. Retrieved 14 November 2021.
21. Theo Crosby, "The Painter as Designer", Edward Wright graphic work and painting, Arts Council, 1985, pp.49-50
22. Brooke, Eliza (20 May 2019). ""Epically Long"—How Pentagram Chooses Its New Partners".
23. Gorny, Liz (6 September 2023). "Pentagram announces new partner, bi-scriptural specialist Samar Maakaroun". It's Nice That. Retrieved 24 November 2023.
24. "Michael Bierut". ADC • Global Awards & Club. Retrieved 17 November 2021.
25. "School of Visual Arts - The Masters Series Michael Beirut". School of Visual Arts | SVA | New York City. Retrieved 17 November 2021.
26. "Michael Gericke on Maintaining Pentagram's Rep, His Biggest Regrets + How He Nearly Became a "Ski Bum" Instead of a Designer". Eye on Design. 4 August 2021. Retrieved 17 November 2021.
27. "Luke Hayman: Cover Model". www.oneclub.org. Retrieved 17 November 2021.
28. Murg, Stephanie (10 June 2011). "Seven Questions for Pentagram's Luke Hayman". Retrieved 17 November 2021.
29. "Pentagram Partners and creative duo Luke Powell & Jody Hudson-Powell". D&AD. Retrieved 17 November 2021.
30. McLaughlin, Aimée (16 May 2017). "Angus Hyland: "Record sleeves are the reason I ended up doing graphic design"". Design Week. Retrieved 17 November 2021.
31. "Exclusive: Pentagram's Newest Partner Is Natasha Jen". PRINT Magazine. 30 March 2012. Retrieved 17 November 2021.
32. "Judge details: Brand Impact Awards 2020 - Dominic Lippa". www.brandimpactawards.com. Retrieved 17 November 2021.
33. Burgoyne, Patrick (25 June 2018). "Sascha Lobe joins Pentagram London as new Partner". Creative Review. Retrieved 17 November 2021.
34. "Giorgia Lupi becomes first Pentagram partner in New York for seven years". www.itsnicethat.com. Retrieved 17 November 2021.
35. Wilson, Mark (20 May 2019). "Data viz is the new branding. Just ask Pentagram's latest hire". Fast Company. Retrieved 17 November 2021.
36. "Map founder Jon Marshall named as Pentagram partner". Design Week. 4 April 2018. Retrieved 17 November 2021.
37. Burgoyne, Patrick (9 April 2018). "What Jon Marshall joining Pentagram may mean for him, and the studio". Creative Review. Retrieved 17 November 2021.
38. "Eye Magazine | Feature | Reputations: J. Abbott Miller". www.eyemagazine.com. Retrieved 17 November 2021.
39. "Pioneer Profile: J. Abbott Miller (A'85)". The Cooper Union. Retrieved 17 November 2021.
40. LaBarre, Suzanne (1 February 2012). "Emily Oberman, The Branding Force Behind Jimmy Fallon, SNL, And Orbitz, Is Pentagram's Newest Partner". Fast Company. Retrieved 17 November 2021.
41. "Jury | AWDA - Aiap Women in Design Award". www.aiap-awda.com. Retrieved 17 November 2021.
42. Walker, Alissa (7 September 2010). "Exclusive: Pentagram's Newest Partner Is Eddie Opara [Video]". Fast Company. Retrieved 17 November 2021.
43. "Eddie Opara joins Pentagram as New York partner". Design Week. 8 September 2010. Retrieved 17 November 2021.
44. "Seeing words: Harry Pearce". 26. 25 March 2019. Retrieved 17 November 2021.
45. "Design Icons: Pentagram". Creative Bloq. 2 August 2010. Retrieved 17 November 2021.
46. "A Life in Her Work: Pentagram's Paula Scher on Ideas, Invention, and Learning". Madame Architect. 27 July 2020. Retrieved 17 November 2021.
47. "Reputations: Paula Scher". www.eyemagazine.com. Retrieved 17 November 2021.
48. "Hall of Fame: Paula Scher". ADC • Global Awards & Club. Retrieved 17 November 2021.
49. "DJ Stout earns partner status at Pentagram". Design Week. 28 January 2000. Retrieved 17 November 2021.
50. Schwab, Katharine (1 November 2018). "Pentagram taps celebrated sound designer to be its newest partner". Fast Company. Retrieved 17 November 2021.
51. "Yuri Suzuki becomes Pentagram's newest Partner". Creative Review. 1 November 2018. Retrieved 17 November 2021.
52. Burgoyne, Patrick (29 February 2012). "Marina Willer joins Pentagram". Creative Review. Retrieved 17 November 2021.
53. Montgomery, Angus (1 March 2012). "Marina Willer to become new Pentagram partner". Design Week. Retrieved 17 November 2021.
54. "Matt Willey leaves The New York Times Magazine and joins Pentagram". It's Nice That. 3 December 2019. Retrieved 3 December 2019.
55. "From the New York Times to Pentagram sky is the limit for multi-awarded Matt Willey". www.typeroom.eu. Retrieved 17 November 2021.
56. "Mervyn Kurlansky Design". www.kurlansky.com. Retrieved 29 March 2022.
57. "Eye Magazine | Feature | Reputations: John McConnell". Eye Magazine. Retrieved 29 March 2022.
58. "If you ask me... David Hillman". Press Gazette. 25 May 2006. Retrieved 29 March 2022.
59. "Pentagram Partner Kit Hinrichs Announces Formation of New Office". @Issue Journal of Business & Design. Retrieved 17 November 2021.
60. "Eye Magazine | Feature | Reputations: Peter Saville". www.eyemagazine.com. Retrieved 30 December 2021.
61. "Peter Saville, eleven years later | Johnson Banks". www.johnsonbanks.co.uk. Retrieved 30 December 2021.
62. "In Memory of David Pocknell". Pentagram. Retrieved 29 March 2022.
63. Delahoyde, Steve (9 June 2007). "Robert Brunner's Life Before, During and After Pentagram". Retrieved 17 November 2021.
64. Sokol, David (5 June 2007). "Design as Business Fodder". Metropolis. Retrieved 17 November 2021.
65. "Profile - Fernando Gutiérrez". Design Week. 28 September 2006. Retrieved 29 March 2022.
66. "William Russell sets up William Russell Architects Ltd". Pentagram. Retrieved 29 March 2022.
67. "A New Chapter For Naresh Ramchandani". Pentagram. Retrieved 22 November 2022.

External links

• Official website