A former printing factory originally built in 1910, The Printing House in New York’s Far West Village is an iconic landmark of the area’s industrial past. First converted to condominiums in the 1980s, the building has relaunched this year with a new renovation that transforms many of its units into luxury loft-style residences. Pentagram’s Luke Hayman and team have created a brand identity and marketing campaign for The Printing House that plays off its origins to position it as a chic, contemporary place to live in one of the city’s most desirable neighborhoods. Pentagram partner Emily Oberman collaborated with the team on messaging, writing and creative direction for the advertising.
The designers worked closely on the project with Corcoran Sunshine Marketing Group and the building’s developer, Myles J. Horn, who specializes in renovating and repositioning existing properties. The new conversion reconfigures 104 of the building’s 184 existing condominiums into 60 larger residences designed by the award-winning architectural firm workshop/apd, with a private mews designed by Gunn Landscape Architecture. Taking its cues from the renovation, the branding highlights The Printing House as, in the words of the campaign tagline, “A Revolution in Industrial Luxury.”
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This weekend is your last chance to enjoy New York City’s public beaches, which close for the season following Labor Day. Restored after the destruction of Hurricane Sandy, the beaches reopened earlier this year with cheerful new signs designed by Pentagram’s Paula Scher. The signs feature photographs of the beaches and capture the charm, romance, and beauty of the city’s favorite summer spots.
Now the signs have been turned into postcards. The limited edition set features six of the beaches that were damaged by Hurricane Sandy in Brooklyn, Queens and Staten Island. Proceeds from the sale of the postcards will be donated to the City Parks Foundation, the citywide parks conservancy. Order yours here.
The Flatiron Building is a beloved icon of New York, seen in countless images of the city. But what does the view look like from the building itself? For the 2013 Annual Report of the Flatiron 23rd Street Partnership, the area Business Improvement District, Pentagram’s Michael Bierut and his team sent photographer Luca Vignelli to the top of the Flatiron for an aerial shot of the District from a rare perspective.
Titled “View from 285 Feet,” the height of the Flatiron Building, the annual report unfolds to reveal the intersection of Broadway, Fifth Avenue and 23rd Street looking north toward Midtown, with the green of Madison Square Park to the east. (The District happens to be Pentagram’s own neighborhood, and our tiny “P” banner can be seen in the view up Fifth.)
Playing off the title, the report’s neighborhood statistics have been overlaid on the photograph to create a large infographic of the area. Among the data noted from the past year are the 30,279 square feet of public space maintained by the BID, 103 block faces in the District, 18,078 directions given by public safety officers, 337 CitiBike docking stations, 2,141 @flatironNY Twitter followers, and one water main break (on February 1). The graphics use the identity we designed for the Flatiron 23rd Street Partnership in 2007.
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Animated version of the new Sundance Institute identity.
Founded by the actor and director Robert Redford in the mountains of Sundance, Utah, in 1981, Sundance Institute has grown into a global nonprofit cultural organization that advances the work of storytellers in a variety of disciplines. Best known for the Sundance Film Festival, one of the largest showcases for independent cinema in the world, the Institute is also a resource for thousands of independent film, theater and music artists through its year-round labs, programs and initiatives including the Feature Film Program, Documentary Film Program, Theatre Program, Creative Producing Initiative, Film Music Program, #ArtistServices, and many more.
Pentagram’s Paula Scher has created a new identity for Sundance Institute and a flexible identity system that can be customized for the Institute’s many programs and initiatives. Bold, iconic and memorable, the identity is based around the simple form of a bright yellow circle, a play on the Institute’s name. Scher has also designed the graphic identity for the 2014 Sundance Film Festival.
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New York’s luxury real estate market continues to boom with no signs of slowing. If you seek proof, look no further than the residential condominiums at 150 Charles Street, a project which is completely sold out despite still being under construction. Pentagram’s Michael Bierut and his team worked with the project’s developer, the Witkoff Group, and marketing agents Douglas Elliman to create the 150 Charles’s brand identity and marketing materials.
Located in the Far West Village, 150 Charles combines the historic charm of the neighborhood with state-of-the-art architecture. The identity and marketing for the project were designed to support this image of understated elegance.
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Pentagram’s DJ Stout and his team at the Austin office rebranded Maudie’s Tex-Mex three years ago and have continued working with the iconic local restaurant chain ever since. Maudie’s, which began as a tiny Mexican food cafe in a strip-mall shopping center not far from the Austin office, has now expanded to six locations. Tex-Mex is an original Texas invention, a close cousin to the traditional cuisine of the Lone Star State’s neighbor to the south, but a truly unique culinary art all its own. Maudie’s has continued the Tex-Mex tradition but with a very “Austin” twist: It is the only all-natural Tex-Mex restaurant in the region. Unlike its Mexican brethren, Maudie’s uses all-natural beef and chicken and organic eggs. Maudie’s has mastered the art of Tex-Mex, and Pentagram has mastered the art of Maudie’s.
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Pentagram is pleased to announce that several of our projects in higher education have been honored by the Council for Advancement and Support of Education (CASE) in its 2013 Circle of Excellence Awards. CASE is a professional association serving educational institutions and their departments in alumni relations, communications, development and marketing.
DJ Stout and his team at Pentagram Austin collaborated on award-winning projects from several schools. Middlebury Magazine won the Grand Gold Award in the Design category for the cover of its Summer 2012 issue, the first of Stout’s redesign. The magazine also received a Bronze for Periodical Design. EXEL, the yearly research magazine published by Drexel University, received a Gold Award in the Annual Magazines category. And The USC Dornsife 100, a special publication designed for the capital campaign of The USC Dana and David Dornsife College of Letters, Arts and Sciences, was honored with the Gold Award in the Institutional Relations Publications category.
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“The grid is an integral part of book design,” says the incomparable Massimo Vignelli. “It’s not something that you see. It’s just like underwear: you wear it, but it’s not to be exposed. The grid is the underwear of the book.”
Vignelli’s approach to book design is the subject of a new video created by Pentagram’s Michael Bierut and Aron Fay for “What Will You Make Today?” campaign from Mohawk. In the video, Vignelli discusses his use of the grid as the basis for the layout of a book’s pages, using one of his classic book designs for the architect Richard Meier as an example. Working with an audio interview edited by Hilary Frank, Bierut and Fay animated Vignelli’s sketches for the clip, taking them from skeletal grid to finished publication.
Bierut knew Vignelli’s painstaking step-by-step process well. “Because I worked with Massimo for ten years before joining Pentagram, I was very familiar with his unique way of designing books. He sits with all the ingredients—text and images—and draws each page with a pencil, including every photograph, using a grid as a layout guide,” he says.
The video is accompanied by a small limited edition journal that reproduces Vignelli’s grid from the film. The journal is available from Mohawk’s website, while supplies last.
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Since 2010, Pentagram partner Natasha Jen has been working with fashion designer Tess Giberson to create a seasonal thematic image that’s part of an ongoing branding program.
In Giberson’s fall/winter 2013 collection, “Evolution,” garments follow a gradual development from simple to more complex forms. At the collection’s core is a quilt handmade by Giberson’s mother in the early ‘70s. “Evolution” refers not only to form but also to Giberson’s personal evolution as a designer.
For the collection’s presentation at New York Fashion Week, Jen worked collaboratively with Giberson to create a unique invite in the form of an unfolding poster. The poster reveals pieces of the original quilt visible through cut-outs in one of Giberson’s current drawings. The letters of the collection name interact with these elements, moving forward and receding in their own evolution.
Jen’s invite has been receiving accolades in the fashion world, featured on blogs such as The Fashion Informer and Refinery 29.
The invite is the latest in the ongoing series Jen has created for Giberson. Each invite/poster features title typography interacting with an image or texture inspired by the season’s collection.
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Today filmmakers, studio executives and film fans from all over the world will converge on Park City, Utah, for the 2013 Sundance Film Festival. For the second year running Pentagram’s Paula Scher has designed the identity for the Festival. This year’s graphics use bold, hand-drawn arrows to convey Sundance’s mission of taking film in a new direction and the idea that anything is possible.
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