I knew Pentagram was a powerhouse when it came to identity design. What I didn’t know was how many identities I encounter on a regular basis are actually Pentagram designed or redesigned. I came to this realization after going through Pentagram Marks. Some of more popular ones such as Citi’s redesigned logo I was aware of as Michael Beruit mentions it in his talks.
Some notable ones include: Ideo, Cnet, Getty Images, Guitar Hero, Norton, Penguin Books, Design Within Reach, Phaidon Publishing, Revlon, IZOD, L.L. Bean, New York Magazine, Nissan, Amnesty International, The Atlantic, Bausch + Lomb, Citi Group, Interactive Advertising Bureau, Estee Lauder, Princeton University, Tiffany & Co., Walgreens, World Economic Forum, and countless others.
When you take a look at these you might think they are simple enough. It takes great care and skill to have a simple and effective identity while still expressing the essence of the brand. This is also extremely when redesigning an existing mark as legacy is an important factor.
As the examples show Pentagram designers are great at creating iconic identities. None of the marks do too much. They do one thing and one thing only. None are complex. This simplicity is what allows the marks endure and not look dated with the passage of time.
