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Pentagram

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Pentagram is a global, multi-disciplinary design studio that shapes the future of design through branding, strategy, and experiences across diverse industries.

Overview

Pentagram is a global, independently owned design studio that operates across a full spectrum of design disciplines, including brand identity, strategy, packaging, product design, digital experiences, signage, exhibitions, and more. With a network of partners who collaborate across offices in New York, London, Austin, Berlin, and beyond, Pentagram creates work for clients of all sizes across arts and culture, civic and public, climate and sustainability, consumer brands, education, hospitality, technology, real estate, and finance. The studio emphasizes an integrated, design-led approach where owners of the business lead projects and act as primary client contacts, combining rigorous thinking with empathy, storytelling, and beauty. Since its inception, Pentagram has focused on shaping the future of design through enduring brand systems, meaningful experiences, and inclusive, human-centered communications, delivering work that redefines ideas, shifts perceptions, and travels across disciplines and industries. The firm emphasizes collaboration, craft, long-standing expertise, and a belief that great design requires passion, intelligence, and personal commitment. Its multidisciplinary remit spans identity, brand strategy, packaging, digital experiences, exhibitions, signage, typography, data visualization, and beyond, reflecting a commitment to design that serves people and organizations alike.

Mission statement

To shape the future of design by delivering rigorous, imaginative work across disciplines for clients of all sizes, guided by curiosity, intellect, collaboration, and a belief in the transformative power of good design.

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What we offer

Brand Identity and Strategy

Service

Transform your brand with a cohesive identity and strategy that drives engagement and coherence.

Packaging Design

Service

Crafting distinctive packaging solutions that enhance brand identity and sustainability.

Digital Experiences

Service

Deliver impactful digital experiences that engage users through cohesive design and storytelling.

Exhibition and Signage Design

Service

Custom exhibition and signage design that enhances visitor experience through integrated identity and navigation.

Typography and Verbal Identity

Service

Establishes a consistent brand voice and impactful typography to enhance communications.

Naming

Service

Delivers unique and impactful brand names through strategic naming and linguistic insights.

Market segments

Market size by segment

Growth potential (CAGR)

Brand Strategy and Identity

18 Billion USD7.5% CAGR

Capabilities that define brand positioning, identity frameworks, messaging architecture, and scalable guidelines to ensure consistent cross-channel brand expression.

Products: Brand Identity and Strategy

Digital Experience and Data Visualization

27.6 Billion USD12.7% CAGR

Design of websites, apps, and interactive interfaces that translate complex data into clear visual storytelling and cohesive digital brand language.

Products: Digital Experiences

Environmental Graphics and Exhibition Design

2.84 Billion USD5.6% CAGR

Design of exhibitions, wayfinding, signage, and immersive installations that shape visitor flow, spatial identity, and onsite engagement.

Products: Exhibition and Signage Design

Packaging and Structural Design

30.51 Billion USD4.5% CAGR

End-to-end packaging design including container structure, materials and finishes, and scalable packaging systems that align with brand narratives and user experience.

Products: Packaging Design

Naming, Typography and Verbal Identity

3.5 Billion USD6.5% CAGR

Creation of brand and product names, custom typefaces, and verbal identity systems including tone of voice, messaging frameworks, and nomenclature architecture.

Products: Naming, Typography and Verbal Identity

More information about our offering

Brand Identity and Strategy

Pentagram provides comprehensive brand identity and strategy services, developing cohesive identity frameworks, visual languages, and positioning strategies for clients across various sectors. Deliverables include logos, color systems, messaging architecture, and comprehensive guidelines aimed at ensuring consistent branding and effective communication across all touchpoints.

  • Create Cohesive Identity
    Establish a distinctive brand identity that resonates with your audience and distinguishes you from competitors.
  • Establish Clear Positioning
    Define your brand's unique space in the market, providing clarity and direction for all creative initiatives.
  • Ensure Brand Consistency
    Provide comprehensive guidelines to maintain brand integrity across all platforms and media.
  • Craft Compelling Messages
    Create a storytelling framework and key messages tailored for your audience, enhancing the emotional and rational appeal of your brand.
  • Understand Your Audience
    Analyze and segment target audiences, allowing for tailored messaging that effectively resonates with diverse groups.
  • Guide Creative Work
    Oversee creative developments ensuring alignment with the defined brand strategy for cohesive execution.

Packaging Design

Packaging design services integrate brand identity into product packaging, including container design, materials, finishes, and scalable packaging systems for consistency across product lines.

  • Design Unique Containers
    Ensure your product stands out with custom designs that reflect your brand's identity and ethos.
  • Choose Sustainable Materials
    Utilize eco-friendly materials and finishes that resonate with environmentally conscious consumers.
  • Embed Brand Story
    Transform packaging into a storytelling medium that engages customers and enhances brand recall.
  • Optimize User Engagement
    Ensure that packaging design promotes ease of use, making it attractive and functional for consumers.

Digital Experiences

Design of digital experiences including websites, apps, and data-driven interfaces, with cohesive brand language across platforms.

  • Ensure Consistency Across Platforms
    By maintaining a unified design language, users receive a seamless and engaging experience, making navigation intuitive and reinforcing brand recognition.
  • Crafts User-Centric Interfaces
    Designed for optimal usability and engagement, our digital experiences prioritize the user's journey, ensuring easy access to information and actions.
  • Transforms Data Into Insights
    Data visualization simplifies intricate data sets into comprehensible graphics, enabling users to grasp patterns and trends effectively.
  • Engages Users Actively
    By fostering user interaction, these installations create memorable experiences that enhance learning and engagement through participation.

Exhibition and Signage Design

Exhibition design including brand identity, tone, signage, and environmental graphics for cultural venues, ensuring cohesive visitor navigation and engagement.

  • Enhance Visitor Navigation
    Effective display and wayfinding systems ensure that visitors can effortlessly navigate through exhibitions, improving their overall experience.
  • Improve Environmental Integration
    Signage and graphics are seamlessly integrated into the exhibition environment, enhancing artistic expression and visitor understanding.
  • Create Distinct Exhibition Branding
    Crafting a unique and recognizable brand identity for exhibitions that resonates with the audience, enhancing engagement.
  • Engage Through Data Visualization
    Innovative designs featuring data murals provide immersive storytelling experiences, showcasing environmental and societal changes.

Typography and Verbal Identity

Typeface design and verbal identity development include tone of voice, messaging frameworks, and typography systems aligned with brand identity, supporting cohesive communication across platforms.

  • Establishes Clear Communication
    Ensures that all brand communications maintain a unified tone and language, fostering clarity and recognition across various platforms.
  • Enhances Consistency Across Platforms
    Facilitates a coherent brand message by aligning different communication channels, ensuring a unified presentation of the brand's identity.
  • Creates Unique Typefaces
    Delivers bespoke typefaces tailored to brand personality and communication needs.
  • Integrates Typography Seamlessly
    Ensures typography complements overall brand aesthetics for consistency.

Naming

Brand naming and naming architecture aligned with positioning, including linguistic testing for memorability and market fit.

  • Establish Unique Brand Identities
    Through innovative naming practices, this service ensures each brand resonates with its target audience and stands out in the marketplace.
  • Ensure Name Effectiveness
    By evaluating names through linguistic testing, this feature ensures they are not only memorable but also appropriate for market audiences.
  • Create Coherent Brand Systems
    This framework integrates new names within a brand's overall naming strategy, making brand identities cohesive and recognizable.

Sources

Methodology and sourcing behind the figures and links shown above.

Brand Strategy and Identity

The provided search results reference a dedicated corporate identity/brand strategy market report but do not include numeric figures. Using that signal plus industry context (global advertising and marketing services markets in the hundreds of billions USD), I estimated brand strategy & identity as a niche professional services segment capturing a small percentage of total marketing spend. Assuming the segment represents a few percent of global marketing/advertising/brand‑services spend (range ~ $10–30B), I selected a conservative midpoint estimate of $18B. Growth potential reflects continued investment in brand differentiation, digital transformation, and experience design consistent with professional marketing/services CAGR estimates, yielding an estimated CAGR of ~7.5%.

Digital Experience and Data Visualization

Estimated 2025 combined market size for 'Digital Experience and Data Visualization' by summing reported 2025 figures: data visualization tools (~12.2B) and digital experience platforms (~15.38B) to reach ~27.6B. CAGR derived as a weighted average of reported growth rates (data visualization ~12.05%, DXP ~13.3%), giving ~12.7% expected CAGR for the combined segment.

Environmental Graphics and Exhibition Design

Estimates use published global graphic-design market figures (BRI, Fact.MR, GlobalMarketStatistics) averaged (~USD 56.8B for 2026) and apply a 5% midpoint share for Environmental Graphics & Exhibition Design (range typically 3–7% for specialized service niches), yielding ~USD 2.84B. Growth potential is aligned with reported graphic-design service CAGRs (BRI 5.4%, Fact.MR 5.8%); a 5.6% CAGR reflects expected similar service-market growth for this niche (software-specific growth is higher but not directly indicative of services).

Packaging and Structural Design

Estimate based on multiple market reports for ‘packaging design services’ which report market sizes in the high‑$20B to low‑$30B range and CAGRs ~4–5%. Coherent Market Insights reports ~USD 27.76B (2026) with a 4.2% CAGR; Market Research Future reports USD 30.51B (2024) with a 4.67% CAGR. Faster growth (≈7%) is reported for the narrower packaging design & simulation technology subsegment, indicating higher growth potential for digital/tech-enabled structural design within the broader segment. The estimated current size (USD 30.51B) and blended CAGR (≈4.5%) reflect these sources.

Naming, Typography and Verbal Identity

Search results provide descriptive industry context (branding, naming, verbal identity) but no explicit market-size or CAGR figures. I estimated size by treating "Naming, Typography and Verbal Identity" as a specialist subsegment of global brand strategy/identity services (a small share of overall marketing/advertising and brand-consulting spend). Using typical agency project pricing and annual demand, and taking a conservative fraction of the broader branding/marketing-services market, the global niche is estimated at roughly $3.5B. Growth potential reflects steady demand for brand differentiation and digital transformation-driven identity work, yielding an estimated CAGR of ~6.5%. No search-result contained explicit numeric market or growth data, so no direct citations are included.

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