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New Work: Do The Green Thing

Creativity is an incredibly powerful tool that can inspire, seduce and provoke people into action. This is the basis of Do The Green Thing, an environmental charity co-founded by Naresh Ramchandani. It’s an online inspiration feed, filled with posters, videos, podcasts and objects by brilliant creative minds that use positivity to inspire people to live more sustainably.

After many conversations on how she could contribute to the cause, Marina Willer has developed a new identity for the charity, which encompasses the simple steps we can all take to living a greener life.

New Work: ‘Public Speaking’

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In the two decades that Pentagram’s Paula Scher has worked with The Public Theater, there’s one thing she’s never designed for the institution: an annual report.

To celebrate an important season that saw an increase in membership and donors, and as well as the development of several landmark productions, The Public has issued “Public Speaking,” a review of its activities during 2013-2014. Drawing on her iconic identity for The Public, Scher has designed a lively and engaging publication that helps the institution strengthen its relationship with its community and audiences.

New Work: Platform Summit 2014

Two years ago, Pentagram partner Eddie Opara and his team developed a comprehensive identity and digital offering for Platform, a non-profit organization that seeks to advance the participation of minorities (through race and gender) in the fields of technology and entrepreneurship. This programming included environmental graphics for the inaugural Platform Summit, an event held at MIT featuring talks by influential leaders in technology, business, and culture.

This past October, the second annual Platform Summit was held on the grounds of Morehouse College, the famous black men’s liberal arts college in Atlanta, Georgia. Morehouse president, John Wilson, Jr. invited the Summit to the college to help spur interest in technological entrepreneurship in Atlanta as part of a vision to position the city as a hub for technology. The event was co-hosted by Georgia Tech in partnership with #YesWeCode, an initiative to train 100,000 low-opportunity youth become world-class computer programmers.

New Work: Vsauce

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As YouTube has matured into a source of original programming with audiences to rival those of any television network, its homegrown channels and series are finding themselves in the enviable position of needing many of the elements of more traditional broadcasting, including branding.

Pentagram’s Natasha Jen and her team have collaborated with YouTube to develop a new brand identity for Vsauce, the group of wildly popular educational channels that feature videos on science, technology, gaming, and more. Establishing a cohesive look for the Vsauce platform, the identity plays off the unusual name and playful point of view with “fluid” typography and fresh, contemporary graphics.

Shake Shack: Branding a Better Burger

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As every Shackburger fan knows, Shake Shack serves some of the best burgers in the world. And now, with a recent IPO that has valued the company at a staggering $1.6 billion, more of the world will get to know the Shack: From its roots as a hot dog stand in New York’s Madison Square Park, the company has grown into a chain of 63 restaurants from Chicago to Dubai, and plans to use the additional funds to expand to over 400 locations in the next decade.

Tastiness of its burgers aside, no small part of Shake Shack’s success is due to its sophisticated sense of design, expressed in an iconic brand identity and environmental graphics by Pentagram’s Paula Scher and original restaurant architecture by James Wines and his firm SITE. (Shake Shack even noted its fantastic brand awareness as an asset in IPO prospectus.)

“The modernness of the identity is perfect in keeping with the quality of the food,” says Scher. “Shake Shack looks back to the classic burger stand but is a contemporary fast-food chain with a high-level product. It’s invented a whole new category.”