Pentagram

New at Pentagram

Skip to content

New Work: The New School

TNS_1(1)
Paula Scher has designed a new identity for The New School that utilizes a custom font with letterforms in three different widths.

The New School has been at the vanguard of innovation in higher education for almost a century. Founded in 1919, the progressive university in New York’s Greenwich Village now combines design thinking with varied areas of study: from liberal arts to performing arts, from global policy to social research. Pentagram’s Paula Scher has designed a new identity for The New School and its constituent institutions—Parsons School of Design, Eugene Lang College for Liberal Arts, and Mannes School of Music, to name just a few—that reflects the university’s unique interdisciplinary approach.

Using custom typography, the identity establishes an iconic brand for The New School as a whole, while also setting apart the university’s different schools, institutes and programs. The identity introduces a groundbreaking bespoke typeface called Neue that is composed of extended letterforms. The typeface is revolutionary in its combination of regular, extended and very extended widths of the same font programmed together and used all at once. The typography embodies the progressive mission of The New School and represents a technological advance in the art of type design.

New Work: ‘Mad Men’ Monument

MMM_Rendering1_620

Over the course of seven seasons, the landmark series “Mad Men” has charted the rise of ad man Don Draper in the “Golden Age” of advertising in 1960s New York. Today AMC unveils a special installation that commemorates the show’s impact in the city. Designed by Pentagram’s Lorenzo Apicella, Michael Bierut and Emily Oberman, the monument takes the form of a sleek, elegant bench that features the iconic graphic of Draper from the show’s opening title sequence. Pentagram project coordinator Julia Lindpainter worked closely with AMC and the bench’s fabricator, DCL, to manage the design’s careful execution.

The bench is located outside the Time & Life Building, the fictional home of Sterling Cooper Draper Pryce (changed to Sterling Cooper & Partners in the sixth season), where Draper and fellow characters Roger Sterling, Peggy Olson, Joan Holloway and Peter Campbell work in the series. “Mad Men” creator Matthew Weiner and stars Jon Hamm, Elisabeth Moss, January Jones, Christina Hendricks and John Slattery were on hand today for the sculpture’s unveiling.

The installation coincides with the show’s final seven episodes, which kick off on Sunday, April 5. The bench will be on display in the Time & Life Building Plaza at 1271 Avenue of the Americas (between 50th and 51st Streets) for fans and passersby to enjoy from March 23 through the summer.

New Work: World Wildlife Fund Gifts

WWF Catalog_Cover-Large

In 2013 Pentagram’s Austin office created World Wildlife, the new flagship publication for World Wildlife Fund (WWF) based in Washington DC. WWF—the group with the iconic panda logo—is the world’s leading conservation organization. WWF works in 100 countries and is supported by 1.2 million members in the United States and close to 5 million around the world. WWF’s unique way of working combines global reach with a foundation in science, involves action at every level from local to international, and ensures the delivery of innovative solutions that meet the needs of both people and nature.

Now partner DJ Stout and designer Kristen Keiser in Pentagram’s Austin office have redesigned WWF’s gift catalog, WWF’s annual fundraising effort. In addition to gifts like T-shirts and tote bags, WWF supporters are given the opportunity to make symbolic adoptions of wildlife around the world, and based on the level of their donations receive a formal adoption certificate, a species spotlight card, a full-color photo and a soft plush representation of the animal, or animals, they care about. The donations generated by the catalog are used in general support of WWF’s conservation efforts around the world. So far the Winter 2014-2015 gift catalog has increased sales by 10 percent.

New Work: ‘Unbreakable Kimmy Schmidt’


Opening titles for “Unbreakable Kimmy Schmidt,” the new Netflix comedy from “30 Rock” creators Tina Fey and Robert Carlock.

In the extremely funny “Unbreakable Kimmy Schmidt,” the new comedy from “30 Rock” creators Tina Fey and Robert Carlock, the titular heroine is rescued from a doomsday cult after 15 years of living underground and must use her irrepressibly cheery spirit to navigate contemporary New York. Pentagram’s Emily Oberman and her team have designed the identity and opening titles for the show, which debuts today on Netflix.

Played by Ellie Kemper (Erin on “The Office”), Kimmy is the living embodiment of spunk (and normally we hate spunk), a fish-out-of-water who is naïve and sheltered but blissfully well-equipped to deal with any situation, usually with hilarious results. Oberman’s ebullient graphics echo Kimmy’s sunny disposition with bold typography, a bright tween-age color palette, and a generous sprinkling of fairy dust. For the opening titles, the designers collaborated with “songify” artists the Gregory Brothers, who brought their special magic to a beyond-catchy theme song, written by composer Jeff Richmond, and who also created an extended viral-video version of the song.

New Work: ‘Public Speaking’

Public_AR_01

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.

Equilateral: An Audiovisual Essay in Triangles

Founded in 1962 on humanitarian principles, Al-Dabbagh is a family-run organisation with a unique philosophy that balances earning with philanthropy to deliver impact and scale for the greater good. Having set targets for 2020, Al-Dabbagh asked Naresh Ramchandani and Domenic Lippa to create a film to communicate its unique ecosystem and ambitions.

New Work: ‘Saturday Night Live: The Book’

01_EMO_SNL-Book_Edits_02_leveled_500

“Saturday Night Live” premiered on NBC on October 11, 1975 at 11:30 pm, and quickly changed the landscape of late-night television and modern comedy. In the four decades since its debut, the show has become a cherished American institution and has helped launch the careers of many of comedy’s most influential performers and writers. Now, just in time for SNL’s 40th anniversary celebration, Pentagram’s Emily Oberman and her team have designed Saturday Night Live: The Book, the definitive visual history of the show and a loving behind-the-scenes portrait of how it all comes together every week. Written and edited by Alison Castle and published by Taschen, the massive, 500-page book features over 2,300 images, many never before seen, an exclusive interview with the show’s creator, Lorne Michaels, and an exhaustive encyclopedia of all the seasons.

The book is a dream project for Oberman, a devoted “SNL” fan who has watched the show since the beginning. The designer has collaborated with the show on various projects over the past two decades, both before and since joining Pentagram, including three iterations of its identity, several opening title sequences, commercial parodies, and most recently, the graphics for the 40th anniversary season. Oberman’s love of the show was well-matched by Castle’s own obsessive fandom, and the pair worked closely together to develop a book that would do justice to “SNL’s” immense creativity and extraordinary legacy.

“Having worked on and watched the show for so long it was a thrill and an honor to work on this book,” says Oberman.

New Work: Vsauce

01_Vsauce_Logotype_01

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.