Pentagram
Featured VerifiedDesign for the living world.
Founded
1972
Team
200+
About Pentagram
Pentagram is an independently owned, multi-disciplinary design studio with 24 practicing designer-partners across five global offices, distinguished by a structural model where owners directly execute client work. The firm's five-decade portfolio spans brand identity, strategy, product design, digital experiences, and data visualization across sectors from arts and culture to technology, with landmark projects including visual identities for the Guggenheim, Channel 4, and the Natural History Museum, alongside industrial design work like the Behold Wildlife Camera and collaborations with premium brands like MINI. What sets Pentagram apart is its conviction that great design requires personal commitment—every partner serves as primary client contact and creator, a philosophy reflected in their rejection of the conventional agency hierarchy and their ability to attract work across every scale and industry.
Profile compiled by AI from public sources. Last updated March 2026.
Capabilities
Brand Identity
Creating comprehensive visual identities and mastery brands for institutions and commercial enterprises, as demonstrated by work for the Guggenheim, Channel 4, and the Natural History Museum.
Brand Strategy
Strategic positioning and brand development grounded in research and insight, guiding identity development and market positioning.
Industrial/Product Design
End-to-end product design from concept through execution, including species-detecting AI-powered cameras and collaboration designs with automotive manufacturers.
Digital Experiences
Website design, web applications, and interactive digital platforms that integrate user behavior data and engagement metrics.
Packaging
Comprehensive packaging design for consumer products including beauty and beverage brands.
Data Driven Experiences
Data visualization and analytics-informed design that transforms complex information into engaging, interactive experiences.
Motion Graphics & Film
Moving image and animation work including commissioned data visualizations and environmental installations.
Exhibitions & Installations
Immersive spatial design and exhibition architecture, as seen in museum installations and public cultural commissions.
Publications & Books
Design of editorial materials, books, and publishing projects including monographs and coffee-table publications.
Typeface Design
Custom and proprietary typeface creation tailored to brand identity systems.
Clients
Selected Work
National Building Museum Identity
Created a new visual identity system for the museum dedicated to architecture and design, repositioning the institution's brand presence.
MINI x Deus Ex Machina
Comprehensive design collaboration with Deus Ex Machina and MINI for two one-off John Cooper Works custom vehicles, integrating automotive design with lifestyle branding.
Vertical eVTOL Identity
Developed visual identity for the pioneering British Electric Vertical Take-off and Landing aircraft manufacturer, positioning cutting-edge aerospace technology.
Guggenheim Visual Identity
Created unified visual identity system for the constellation of global Guggenheim art museums, coordinating identity across multiple international locations.
Channel 4 Masterbrand
Developed new masterbrand identity for the UK's Channel 4 public service broadcaster, repositioning it as a disruptive media organization.
Natural History Museum Transformation
Repositioned the Natural History Museum's brand identity from catalogue to catalyst, modernizing its visual presence and institutional messaging.
ICD Beauty Brand Identity & Packaging
Designed comprehensive brand identity and packaging system for Seoul-based beauty brand merging biotechnology with daily skincare rituals.
Behold Wildlife Camera Industrial Design
Designed species-detecting AI-powered wildlife camera with intuitive industrial form factor that makes garden wildlife observation simple and engaging.
Makr Shakr: Robotic Bartending Experience
Designed identity, mobile app, and data visualization system for MIT Senseable City Lab installation at Google I/O 2013 featuring KUKA robotic bartenders creating crowd-sourced cocktails. App used hexagonal design system to visualize ingredients, drink queue, trending mixology data, and social connections between users. Delivered in 30-day timeline with prototype testing at Milan Design Week.
Data Love Letter to the Subway
Created data-driven animation for Fulton Center commissioned by MTA Arts & Design for the 40th anniversary celebration.
Surf Texas Publication Design
Designed oversized coffee-table book documenting Texas Gulf Coast surf culture with black-and-white photography by Kenny Braun. Incorporated unique tide charts synchronized with photograph dates sourced from magicseaweed.com to visualize surf conditions.
Tech Stack
Industries
Team
Michael Bierut
Partner, New York
Michael Gericke
Partner, New York
Luke Hayman
Partner, New York
Jody Hudson-Powell
Partner, London
Angus Hyland
Partner, London
Natasha Jen
Partner, New York
Domenic Lippa
Partner, London
Giorgia Lupi
Partner, New York
Samar Maakaroun
Partner, London
Jon Marshall
Partner, London
Abbott Miller
Partner, New York
Hugh Miller
Partner, London
+5 more
Insights
Surf Texas
Visual exploration of the Texas Gulf coast surf scene featuring Kenny Braun's black-and-white documentary photography with synchronized tide chart data visualization.
Reviews
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