Pentagram Creates ‘Utilitarian’ Identity for OpenView

Pentagram’s Natasha Jen and her team have developed a new brand strategy and identity for OpenView, a Boston-based venture capital firm that exclusively invests in emerging software companies. The designers worked with the company to develop everything from their brand positioning and tone of voice, to a new wordmark and custom fonts, to the website […]
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Pentagram Creates New Identity for BookHampton Bookshop

New Yorkers on holiday in the Hamptons are said to often source their summer reading—and books for all year round—at independent bookstore BookHampton in the village of East Hampton on Long Island’s East End. Somewhat of a local landmark, which was originally established in 1971, the bookshop reopened this summer with a new owner, Carolyn […]
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Pentagram Creates New Identity and Branding for Snap Kitchen

Pentagram’s Paula Scher and her team have created a new brand identity for take-away chain Snap Kitchen. The launch of the new identity is being introduced with the Austin-based company’s expansion to the East Coast, where it is opening seven new locations in Philadelphia this year. The new Snap Kitchen logo pairs a wordmark with […]
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Pentagram ‘Simplifies’ Mastercard Logo and Identity

Pentagram has updated the logo and identity design of Mastercard, whose red and yellow intersecting circles are arguably one of the world’s most recognised brands. Designed by Pentagram’s Michael Bierut, Luke Hayman and their teams, the new identity aims to bring simplicity and clarity with an added emphasis on the interlocking circles, and is optimised […]
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Pentagram Creates Identity for Sports Supplement, ‘HOTSHOT’

Pentagram’s Daniel Weil and Michael Bierut have collaborated on the design of the brand identity and packaging for HOTSHOT, a new sports drink that is claimed to prevent and treat muscle cramps. The supplement was invented by Dr. Rod MacKinnon, MD, a Nobel Prize-winning neuroscientist and endurance athlete, in collaboration with Bruce Bean, PhD, a neurobiology professor […]
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Pentagram Creates New Identity for Architecture Firm ‘FR-EE’

Pentagram’s Natasha Jen and her team have designed a new identity and website for FR-EE / Fernando Romero Enterprise, the global firm of architect Fernando Romero that operates out of offices both in Mexico City and New York. The new branding is dominated by a fluorescent green colour, which is combined with blue, purple and […]
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Pentagram Brands ‘Leafs By Snoop’

Pentagram’s Emily Oberman and team have designed the brand identity and packaging for a line of marijuana-based products from hip-hop star Snoop Dogg. Called Leafs By Snoop, the range includes both flower and edibles (so called “Dogg Treats”) such as chocolate bars, chews, drops and gummies. Pentagram says Snoop and his team wanted to establish […]
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