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New Work: Moss Bros. Identity

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Moss Bros. is a formal menswear company that has been making good quality clothing accessible to all Britons since 1851. Pentagram’s Harry Pearce has paid homage to this history of “suiting the nation” by creating a new visual identity for the brand.

Pearce and his team emphasised the company’s heritage by returning to the name ‘Moss Bros.’, moving away from the briefly adopted ‘Moss’. To reflect its British pedigree, Gill Sans is used in the logotype with Caslon elsewhere. The brand colour is a mix of classic suit colours that is supported by a subsidiary chalk tone inspired by tailoring patches.

New Work: Queens Theatre

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Queens Theatre is the premier performing arts venue in Queens, New York, presenting world-class theater, dance, music and comedy. The innovative productions are matched by a one-of-a-kind location: QT is located in the historic Theaterama, one of the three structures that originally comprised the New York State Pavilion at the 1964 World’s Fair in Flushing Meadows Corona Park. Pentagram’s Paula Scher has designed a new identity for Queens Theatre that conveys its vibrant programming and unique setting. The logo employs simple shapes inspired by the geometric forms of the pavilion, which marks its 50th anniversary this year.

Scher worked closely on the project with Taryn Sacramone, Queens Theatre’s Managing Director. Queens is the most ethnically diverse county in the US, and the Theatre was looking for a visual language that would appeal to an incredibly varied audience and provide a cohesive system for promoting a wide range of activities. At the same time, QT needed an identity that would reflect its position as an important arts institution and help it stand out in New York City’s crowded cultural landscape.

“Our programming is incredibly diverse,” says Sacramone. “I wanted one strong identity that unified all of our materials and communications. We are also working to reach new audiences, and people unfamiliar with Queens Theatre will make an assumption about the artistic quality of our productions from the artistic quality of our branding. I wanted the look of our new identity to match the quality of what we put on stage.”

Street Number

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As the building boom envelops New York City, Pentagram’s studio at 204 Fifth Avenue finds itself squeezed by construction on both sides. The latest in our series of typographic banners announces our address amid all the scaffolding. Designed by Abbott Miller, the flag features typography set in Calibre, also recently seen in Miller’s new monograph Design and Content and its accompanying exhibition.

New Work: Berry Bros. & Rudd Exceptional Casks Collection

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Berry Bros. & Rudd has released the first bottlings from its new Exceptional Casks Collection, an exclusive and exquisite range of rare spirits. Following Pentagram’s development of a new identity for the brand, Harry Pearce has designed the collection’s bottlings. 

New Work: MIT Media Lab


The new MIT Media Lab identity integrates the logos of nearly two dozen research groups.

The Massachusetts Institute of Technology is holy ground not just for scientists and engineers, but for graphic designers as well. In the sixties, designers like Jacqueline Casey, Dietmar Winkler, Ralph Coburn and Muriel Cooper adapted the visual forms of European modernism to a lively, particularly American version that marked MIT as a place that balanced rigor and invention. Perhaps nowhere at MIT was that design impulse more pronounced than at the MIT Media Lab, which Cooper co-founded and where she ran the Visual Language Workshop. Nearly 30 years after its founding, the Media Lab has a new visual identity designed by Pentagram.

Awards: Christian Louboutin’s Menswear Boutique

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William Russell’s concept for Christian Louboutin’s men’s shoe boutique in Selfridges has been shortlisted for a World Interior News award.

Selfridges has the largest dedicated men’s shoe department in the world, selling over 250 brands. The boutique offers a luxurious space in this crowded retail environment.

Russell and his team were briefed to create an immersive, masculine environment that captured the theatricality of Christian Louboutin’s designs. Contrasting materials and textures express this sense of drama and reflect the joyfulness that is synonymous with the personality of the French designer.

New Work: ‘Jack Allen’s Kitchen’

Pentagram associate Julie Savasky and partner-in-charge DJ Stout in our Austin office have designed and produced Jack Allen’s Kitchen: Celebrating the Tastes of Texas, the first cookbook from the popular Austin-area eatery. Distributed by the University of Texas Press, the book will make its debut at the Texas Book Festival next weekend, October 24 through 27. Jack Gilmore, the restaurant’s colorful owner, is a bit of a celebrity chef, but he doesn’t look like one. With his tumbleweed mane, gray-streaked beard, and Cheshire Cat smile, he looks more like an unkempt Yosemite Sam than a culinary master.

“He looks like ‘Austin’ actually,” says Stout. “His hard work ethic, creativity in the kitchen, and devotion to sustainability and locally sourced food—he was doing ‘Farm to Table’ before it was cool—has made him one of the most admired chefs in these parts.”

New Work: Rainbow Room

A New York destination unlike any other, the Rainbow Room is the jewel in the crown of Rockefeller Center, the Art Deco masterpiece at the heart of midtown Manhattan. Located on the 65th floor of 30 Rock, the dining and entertainment space is in a glittering landmarked room with breathtaking 360-degree views of the New York skyline and beyond. The iconic venue reopened last week after a major renovation that reimagines the space with contemporary design. As part of the reopening, Pentagram’s Michael Gericke and his team have created an elegant new identity for the Rainbow Room that celebrates and pays tribute to its extraordinary style and spectacular vistas.

“The room, the views and the city below are grand, panoramic and timeless – so it was inevitable they are echoed in the identity,” said Gericke of the wordmark. The designers carefully considered the relationship of the Rainbow Room’s graphic program to Rockefeller Center’s iconic architecture and signature typography.

New Work: Archtober 2014

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It’s no wonder that October is one of our favorite months, what with the favorable weather, colorful leaves, and abounding Halloween candy. But this month is particularly special because it marks Archtober, the month-long annual festival of architecture and design in New York City. Now in its fourth year, Archtober highlights the city’s most compelling architectural and design in a series of tours, discussions, exhibitions, and films sponsored by a number of collaborating institutions. Pentagram partner Luke Hayman and team have designed the identity and exhibition graphics for Archtober 2014, building on the designs the team has developed for the festival since 2011.

New Work: Nigel Cabourn – The Army Gym

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William Russell and team have designed Nigel Cabourn’s new flagship store in London. Based in Covent Garden, the store is Cabourn’s first outside of Japan.

The interior of the store reflects the brand, which is inspired by traditional British military uniforms and the iconic outerwear of famous explorers. As with all of Cabourn’s stores, the London edition takes aesthetic clues from old army gyms.