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Gamechanger: A Cautionary Tale of Corporate Jargon


Naresh Ramchandani and Marina Willer explain the thinking behind this year’s Pentagram holiday card. 

We have spent a long time working together and often speak about how, like many other people who do what we do, we have developed an allergy to corporate jargon.

We often laugh at a story from when Naresh worked with a man who, on their very first meeting, said the task he wanted him to achieve was “mission critical.” The task was to add a couple of pages to a corporate site, not to hack through a jungle or to take a ring to a volcano. Was it that critical? Well, given that he only had to amend an ‘About’ page, the failure to do so was neither going to halt the “mission,” —if that’s what it was—or kill anyone in particular.

Well-Designed Gifts for Every Budget Courtesy of Pentagram


It’s December. A month that is full of parties, drinking, deadlines, ironic jumpers and endless poultry. And, the annual crisis of choosing what to buy for your mother, your friends, your colleagues, your neighbour and your significant other

We know time is tight, and that end-of-year shopping is a nightmare, so in the spirit of giving, we’ve made a list of gifts, from Pentagram, to suit every budget.

New Work: JLL


Pentagram’s Justus Oehler and his team in the Berlin office have updated the brand identity of JLL , the global real estate services provider. The new logo accompanies the shortening of the company’s name from Jones Lang LaSalle to JLL.

A leader in its category, JLL specializes in commercial real estate services and investment management and employs 48,000 people in 1,000 locations in 70 countries around the world. The JLL symbol is known as the “Worldmark” and represents a truly global company comprised of multiple strands of expertise working in collaboration. Oehler and his designers have retained the iconic symbol for the refresh, but made it red to help it better stand out and added shading to make it more dimensional.

From Olive Green to Black and White


Founded by Thomas Lommel, an extraordinary man who was once a German army athlete and now speaks with olive trees, Oliveda is a cosmetics company that uses age-old mediterranean recipes to offer high quality natural products. As the company has grown and acquired other brands including Bio Revital AG, Oliveda has ambitions to expand into 20 new countries and was looking for a complete relaunch of the brand. Pentagram’s Justus Oehler was approached to design the logo, packaging, website and communication materials.

New Work: ‘Coyote v. Acme’


In his never-ending quest to capture the Road Runner, Wile E. Coyote has been a faithful customer of the Acme Company, whose products—Spherical Bombs, Rocket Skates, Spring-Powered Shoes—invariably fail him at the worst possible time. Pentagram’s Daniel Weil has reimagined designs for five of these gadgets, rendered as a series of highly detailed technical diagrams. The drawings were inspired by Ian Frazier’s classic humor essay Coyote v. Acme and accompany a republishing of the article for Pentagram’s annual holiday card.

A New Tea Identity

YC tins 1

Have you ever had a great cup of tea at a music festival?

YANG CHAI is a new brand from a Munich-based entrepreneur which sources and creates new tea varieties and then makes them available at festivals, at open air markets and through an online shop.

YANG CHAI targets a young, design-conscious audience and therefore wanted to provide an alternative to the current tea brand trends. “We wanted to position this brand well away from the ‘homely’ or ‘organic’ looking tea brands which have come to the market in recent years”, says Justus Oehler, Pentagram partner.

New Work: Forgotten Jewish Architects

In 1933, two years after Hitler came to power, Jewish citizens were persecuted and victimised across Germany. All Jewish citizens were forced to stop trading, and amongst them were 500 architects. Some managed to flee, others were deported and killed in concentration camps. Many architects who were once well-known are now forgotten and their works have been altered or destroyed.

New Work: Rolls-Royce

The 83rd International Geneva Motor Show was a landmark event for Rolls Royce, with the launch of their new Wraith, which the carmaker calls the “most potent and technologically advanced” in its history. Justus Oehler and his team designed the customer experience for their exhibition space, building on his work with the company over the last two years and creating a narrative and a monolithic expression for the brand, encapsulating style and elegance.

The space was multifaceted, featuring a large lounge with a seating and bar area, an atelier, a sales area and glass cabinets with after-sales items. All areas were gathered around a Rolls-Royce car, a focal point in the space. Oehler designed the atelier shelves, with all its original pieces sourced from the Rolls-Royce workshops and factory. He also designed the information graphics and selected the materials needed to develop the overall look and feel of the space, collaborating with Puchner P3 architects based in Munich.