Identité

If by brand identity we mean the multifaceted ways that an organization is perceived by the public, then nearly everything Pentagram does is related in one way or another to the design of brands. At this point, it’s a cliché to point out that a brand is much more than a logo — although it might be argued that in today’s digital world, the reductive, telegraphic nature of symbols have made them more valuable than ever as signatures for the companies they represent.

When brands are at their best, these signifiers stand for the full range of human experience. What does it look like? How does it speak to you? What is it like to hold in your hand, encounter on a screen, to step inside it, to share with a friend, to turn to at a time of need? A well-designed brand is, above all, purposeful: at once reliable and surprising, never uniform but always consistent, capable of both adaptability and growth. It happens organically, but it doesn’t happen by accident. This is the essence of brand identity.