Pentagram

After 41 happy years at Needham Road, Pentagram is moving to a new studio space in the heart of Islington. The Old Sorting House is a characterful building on Packington Street, London N1. Originally constructed in 1855 for the Northern District Post Office, it was later transformed into the Coronet cinema in 1911 and eventually became the antiques emporium known as The Merchants Hall. The new studio space is fully accessible. It has an airy, industrial feel and a bespoke interior designed by former Pentagram partner William Russell. The ground and first floors are home to open-plan studios and meeting rooms, while the top floor houses a professional kitchen and a flexible area with a roof terrace running alongside. Eating together and welcoming the design community into our studio has always been part of Pentagram’s DNA, and the top floor will serve as our new canteen and event space. The ground floor will also house Pentagram’s new Osh Gallery, a compact space that will house around five shows per year, opening with Roadworks, an exhibition of work by design legend (and local N1 resident) Margaret Calvert, and running as part of this year’s London Design Festival. Pentagram partner Angus Hyland explains: “While we’re sad to leave Needham Road, we’re excited to begin a new chapter relocating across town to a vibrant neighbourhood. It’s a thoughtfully designed space that we’re confident will be equally inspiring to work in, and with the addition of a gallery alongside the top floor events space, we’re now better equipped than ever to welcome and engage with the wider design community at Pentagram.” Pentagram LDN New address from 11 August 2025: The Old Sorting House 162 Packington Street London  N1

It's Nice That has published ‘The Art of Dailiness,’ an essay by Michael Bierut reflecting on his iconic 100 Days Project and the role of routine and discipline in the creative process. The piece is accompanied by never-before-published images of Michael’s sketchbook from his original iteration of the project back in 2002. The essay is reproduced from ‘The Book of Alchemy: A Creative Practice for an Inspired Life,’ the bestselling new book by author and journalist Suleika Jaouad. Jaouad’s book is a celebration of journaling and the transformative power of daily creative expression, and includes essays and insights from 100 writers, artists, and creatives. Read the full essay: https://lnkd.in/e2E-WKCg

Emily Oberman and team have designed the brand identity and all collateral for Parla, a new concept cafe from Corner Table Restaurants, the group behind The Smith brasseries in New York, Washington, DC, and Chicago. Parla is an all-day neighborhood spot to gather for lively conversation over coffee, pizza and cocktails on New York’s Upper West Side. The name Parla is Italian for “speak,” and is also a play on saying the word “parlor” in native New Yorkese. The restaurant’s focus on warm hospitality and simple, quality ingredients is reflected in the playful visual language of the identity, which combines expressive typography and bright, saturated colors inspired by the period Italian graphics of the 1960s and 70s. Parla’s outgoing spirit is captured in the jaunty custom wordmark, with tightly spaced letterforms that lean in as though in conversation. Brand typography is set in the geometric sans serifs Halcyon and Area Extended and Normal. The logo can be used in patterns and is part of a full course of graphic elements that build out the brand: An icon holds a pair of “Ps” that face one another. Another symbol fans out the Parla “Ps” into a sunburst that also resembles the top of a tomato, or the folded paper wrappers used to package oranges in Italy. A round logotype puts the words “pizza” and “Parla” in rotation, playing on the name. And moving patterns of wavy stripes look just like spaghetti noodles. A system of simple geometric shapes reference the round and square pizzas, which are outlined in a poster that doubles as a menu, identifying varieties like the Hot Hunny, the Sonny Boy and the Pie Dye. The brand palette brings together appetizing colors with names like prosciutto, arugula and truffle. Outside, streetside tables in bright tomato orange and squash yellow announce Parla’s presence along the popular Columbus Avenue dining strip, where it has quickly become one of the neighborhood’s favorite pizza parlors, par excellence. Check out the full case study: https://lnkd.in/eVUQFiF4

If you fancy a drink and a look at some stunning bags, join us from 6.30pm on Thursday 17 July to celebrate our pop-up mini exhibition at Ally Capellino’s East London store. Expect prints, women’s and men’s bags and accessories, music and drinks. And don't worry if you can't make it on Thursday, as Ally will be selling Marina Willer’s ‘Overlooked’ prints throughout the summer. Please RSVP to london@pentagram.com, we look forward to seeing you all there! Ally Capellino 9 Calvert Ave, London E2 7JP www.allycapellino.co.uk

The John Simon Guggenheim Memorial Foundation offers fellowships to exceptional individuals in any field of knowledge and creation, under the freest possible conditions. On the occasion of the organization’s 100th anniversary, Matt Willey and team have collaborated with the Foundation on a brand identity redesign, with strategy from Michael Bierut. The new identity reinforces the Foundation’s remarkable heritage and ongoing relevance. The team elevated the word “Fellowship” to the forefront of the organization’s communications, shifting focus to the transformative effects the grants have had on individual lives over the past century (It is a happy centennial coincidence that each of the words “Guggenheim,” “Foundation” and “Fellowship” have ten letters). Bold, all upper-case typography in a headline-like custom font emphasizes the contemporary relevance of the organization’s mission, and acknowledges the impact that each fellow has on his or her respective field of activity and on the world at large. Check out the full case study: https://lnkd.in/eEWuN_ZQ

Paula Scher and Piotr Woronkowicz have collaborated on a new brand identity and product design for ICD, a Seoul-based beauty brand rooted in cellular science and dedicated to the philosophy of functional beauty. With a global customer base and a growing cult following, the brand merges biotechnology with daily rituals, offering high-performance skincare and cosmetics designed for the modern self-care seeker. As ICD evolved into a more holistic, function-driven beauty brand, it became clear the visual identity no longer reflected its growing ambition. The brand approached Pentagram with a request: to reimagine its presence — physically and visually — in a way that felt both elevated and elemental. Beyond a refresh, ICD sought a deeper transformation: one that could resonate with a global audience, clarify its positioning, and embed a sense of ritual into the everyday. The new mark is a sculptural monogram of interlocking characters. A study in proportion and progression, each letter scales subtly in size, mirroring the form and function of the product. The packaging design became a vehicle for quiet innovation. Inspired by a familiar moment — the fumbling search for lip products in the bottom of a bag — the team introduced a solution hidden in plain sight. Magnets embedded in the cases allow the products to connect themselves into a larger form that clicks together, turning the unconscious frustration into a satisfying ritual. The result is a system that feels both considered and intuitive — a tactile extension of the brand’s belief in beauty as daily practice. Check out the full case study: https://lnkd.in/eNCugJHF

Pentagram LDN Yard Sale! Join us at 11 Needham Road on Saturday 19 July between 3pm and 6pm for an archive sale of posters, books and other Pentagram ephemera. All proceeds from the sale will go to the Grenfell Foundation (registered charity in England and Wales number 1177575). RSVP here if you'd like to come along: https://lnkd.in/ejMqzjyC

Faith Kipyegon, the current female world-record-holder in the mile, is pursuing a previously unimaginable feat: running a sub-four-minute mile. Nike, Kipyegon’s longtime partner, is helping to make Faith’s bold dream a reality — much like its collaboration with Eliud Kipchoge to break the 2-hour marathon record. Faith is working to shave nearly 8 seconds off of her 2023 record through a combination of training, carefully calibrated pacer formation, and breakthrough apparel innovations. Nike came to Pentagram to develop a data-driven visual language and series of assets for their larger Breaking4 campaign, specifically to highlight the science behind this audacious moonshot and inspire future generations of female athletes. Eddie Opara and Giorgia Lupi’s teams designed a distinct visual language and developed a series of animated assets that accompanied Nike’s storytelling during the lead-up to Faith’s June 2025 attempt, which took place in Paris. Pentagram’s task included helping audiences better visualize factors like speed, distance, effort, wind resistance, and the technical minutiae of Nike’s custom bra, speed suit, and track spikes. But beyond just technical illustrations, these assets create a poetic visual narrative to encompass not just Faith’s attempt, but the history of achievements in women’s running. At the nexus of Pentagram’s visual storytelling is a moving spiral, acting as a mnemonic for what a mile is. It may look simple — just four laps — but as we see the spiral grow around Faith and watch the distance, time, and speed tick up, we understand the magnitude of cutting 8 seconds from her current world-record-breaking run.  Faith’s attempt took place on June 26, 2025, at the Stade Charléty in Paris. While she didn’t make the sub-4 mile (yet!) she ran the fastest women’s mile ever: 4:06.42. On that day, she showed us it’s only a matter of time until a woman breaks 4.⁣⁣ Check out the full case study: https://lnkd.in/eDrGb-ri

The London Design Biennale is back with a series of exciting curated installations accompanied by a programme of events, thought-leadership talks, performances and workshops, all showcasing world-leading design, innovation, creativity and research by exhibitors from across the globe. The 5th edition of the London Design Biennale runs until Sunday 29 June and features 35 pavilions created as a response to this year’s theme, ‘Surface Reflections’ set by the Biennale’s Artistic Director Samuel Ross. Pentagram’s Domenic Lippa is the Biennale’s longstanding creative director, and led the team who designed the 2025 identity, including posters, signage, printed and online elements. See more of the identity here: https://lnkd.in/eReeqTuU

Our partners Natasha Jen and Matt Willey have been named to Creative Boom's list of the 20 most inspiring graphic designers of 2025 https://lnkd.in/eJR76Tzb