# Pentagram (design firm)

Pentagram is a design firm. It was founded in 1972, by Alan Fletcher, Theo Crosby, Colin Forbes, Kenneth Grange, and Mervyn Kurlansky at Needham Road, Notting Hill, London. The company has offices in London, New York City, San Francisco, Berlin and Austin, Texas. In addition to its influential work, the firm is known for its unusual structure in the design industry, in which a hierarchically flat group of partners own and manage the firm. It restricts ownership to only graphic designers and/or designers. Each partner is responsible for their team and the clients they manage.

## History

Alan Fletcher, Colin Forbes, and Bob Gill announced the opening of design studio Fletcher/Forbes/Gill on April 1, 1962. Three years later, Gill left the firm, and Fletcher and Forbes were joined by architect Theo Crosby, forming Crosby/Fletcher/Forbes in 1965.

### This is Tomorrow from August 9 to September 9, 1956

The inspiration behind establishing a partner-based model for Pentgram design came about when Theo Crosby created and was part of working group one at the "This is Tomorrow" exhibition hosted at the Whitechapel Art Gallery in 1956. Formed by an independent group of British writers, artists and critics who would meet regularly at the Institute of Contemporary Arts. As Britain had come out of the war, but with rationing still in place until 1954, modernism as a design movement would be seen to "...would transcend individual differences in taste" and be "envisaged as a unifying force, helping to create a fairer, socially just world, and producing timeless objects unaffected by the vagaries of fashion."
Crosby attended many of the independent groups' meetings and was impressed by the debate and discussion around mass communication, design, art and culture. At his own request to the then director of the Whitechapel Gallery, to Bryan Robertson the exhibition would "...discuss a modern urban art drawing on advertising, comic strips, movies, science fiction - an art that was to be named Pop Art by the critic Lawrence Alloway." It would bring together 38 people in 12 groups, who would produce a single piece of art. The same groups would also produce six pages which would form a catalogue designed by Edward Wright, and design and print a poster to promote the show. Crosby would also design the poster for the 1956 exhibition, employing red, white and black.
A review by Art News and Review and now known as ArtReview said in 1956: "We must also praise without reservation the intention to extract from life, and to replunge into life, a new category of forms. That these forms will appear arbitrary to those who measure life with the yardsticks of kitchen sinks and espresso bars is only to be expected. Any attempt to rejuvenate the impact of new forms on our daily experiences is bound to be a struggle on the double front of conventional “realism” and equally conventional “modernism.” The exhibition at the Whitechapel Art Gallery tries to fight this double battle."
Crosby worked in group one with graphic designers: Germano Facetti and Edward Wright, and sculptor William Turnbull, in what he referred to as his “...first experience with a loose, horizontal organization of equals. We made it a kind of practical and efficient reality at Pentagram.”

### Partners over hierarchy

The firm was successful and grew in size, and in the early 1970s, they discussed formalizing a new partnership together with one of their associate designers, Mervyn Kurlansky, and product designer Kenneth Grange.

### Pentagram

In 1972, the now-five partners established a new business structure, and renamed the firm as Pentagram. The name was inspired by the number of establishing partners, which is the same as the number of points on a pentagram. In 1982, the partners moved from an office at the rear of Paddington railway station to a new space in Needham Road, in the Notting Hill area of West London. A former dairy, the space was designed by Theo Crosby and remains as Pentagram's London office.
In an excerpt from Kenneth Grange: Designing The Modern World by Lucy Johnston, Johnston explains that Pentagram was uniq
In 1978 Colin Forbes moved from London to the US to form the New York office, eventually adding graphic designers Peter Harrison and Woody Pirtle as partners. In 1990-91 Michael Bierut, Paula Scher, both graphic designers, and James Biber, an architect, joined the New York office. They eventually moved to a building at 204 Fifth Avenue, a building designed by C. P. H. Gilbert, where the office resided until 2017. The New York office is now located in a building at 250 Park Avenue.

## Scope and clientele

Pentagram is best known for its work in graphic design and corporate identity, but as partners have joined and left has also worked in architecture, interiors, wayfinding and environmental design, packaging, product and industrial design and sound design. Among others, they have developed or updated identities for Citibank, Sam Labs, Saks Fifth Avenue, United Airlines, the Big Ten Conference, and The Co-operative brand.
In addition to graphic design work, the firm has partners working on architectural projects such as the Harley-Davidson Museum, the Alexander McQueen shops, Citibank interiors, the Adshel and Clear Channel buildings in London, a host of private residences including the Phaidon Atlas of Architecture listed Bacon Street Residence, the new London club Matter, along with a range of other interior, retail, restaurant and exhibition projects. Pentagram was hired to redesign the American cable television programme, The Daily Show's set and on-screen graphics in 2005. In 2016 Pentagram were commissioned to design the packaging for the Pink Floyd box set, The Early Years 1965–1972. The set was released in November 2016. In 2019, Pentagram were commissioned to rebrand the entirety of Warner Bros. In 2022, Pentagram were commissioned to create a new logo for season 48 of Saturday Night Live.
Beyond work for commercial clients, Pentagram also works with cultural institutions and does pro bono work for non-profit organisations. On 12 February 2008 the President's Council on Service and Civic Participation awarded Pentagram the "DNA" award for incorporating pro bono services into their business culture. Recently, Pentagram has done work for the One Laptop per Child, the High Line, New York's Public Theater, and the National Gallery of Art.

## Partners

Pentagram was founded on the premise of collaborative interdisciplinary partners working together in an independently owned firm of equals, both financially and creatively. Theo Crosby claimed the structure was suggested to him by his experience of working on the seminal late-1950s exhibition This Is Tomorrow: "it was my first experience at a loose, horizontal organisation of equals. We have brought it... to a kind of practical and efficient reality at Pentagram".
The firm comprises 24 partner-designers, each managing a team of designers and sharing in common overhead and staff resources. The partners in each office share incomes equally and all the partners own an equal portion of the total firm. This equality, along with the tradition of periodically inviting new members to join, renews the firm while giving even the newest members an equal footing with the partners of long standing. This 'flat' organisation (there are no executive officers, CEO, CFO or board, other than the entire group of partners) along with the self-capitalised finances of the business, allows equal participation and control of the group's destiny by each member.
Eddie Opara became a partner in 2010. Born in London to Nigerian parents, Opara studied at the London College of Printing and Yale University. He writes about the importance of his cultural background in the 'Afterword' to The Black Experience in Design. His brand identity for 'Re' used innovative typographic adaptation to echo the mission of the brand re―inc, the lifestyle brand co-founded by world champion US women's national soccer team members Tobin Heath, Christen Press and Megan Rapinoe and former member Meghan Klingenberg.

### Partners

* Michael Bierut, New York
* Michael Gericke, New York
* Luke Hayman, New York
* Jody Hudson-Powell, London
* Angus Hyland, London
* Natasha Jen, New York
* Domenic Lippa, London
* Giorgia Lupi, New York
* Samar Maakaroun, London
* Jon Marshall, London
* Abbott Miller, New York
* Emily Oberman, New York
* Justus Oehler, Berlin
* Eddie Opara, New York
* Harry Pearce, London
* Luke Powell, London
* John Rushworth, London
* Paula Scher, New York
* DJ Stout, Austin
* Andrea Trabucco-Campos, New York
* Marina Willer, London
* Matt Willey, New York

### Partners emeriti

* Theo Crosby (partner from 1972–1994)
* Alan Fletcher (partner from 1972–1991)
* Colin Forbes (partner from 1972–1993)
* Kenneth Grange (partner from 1972–1998)
* Mervyn Kurlansky (partner from 1972–1993)
* John McConnell (partner from 1974-2006)
* Ron Herron (partner from 1977–1981)
* Peter Harrison (partner from 1978–1996)
* David Hillman (partner from 1978-2007)
* David Pelham (partner from 1981–1986)
* Kit Hinrichs (partner from 1986-2010)
* Linda Hinrichs (partner from 1986–1991)
* Neil Shakery (partner from 1986–1994)
* Howard Brown (partner from 1987–1988)
* Etan Manasse (partner from 1987–1990)
* Woody Pirtle (partner from 1988-2005)
* Peter Saville (partner from 1990–1992)
* James Biber (partner from 1991-2010)
* Daniel Weil (partner from 1991-2020)
* David Pocknell (partner from 1991–1995)
* Lowell Williams (partner from 1994-2007)
* Robert Brunner (partner from 1996-2007)
* Lorenzo Apicella (partner from 1998-2017)
* April Greiman (partner from 2000-2001)
* Fernando Gutiérrez (partner from 2000-2006)
* Lisa Strausfield (partner from 2002-2011)
* William Russell (partner from 2005-2017)
* Astrid Stavro (partner from 2018-2021)
* Naresh Ramchandani (partner from 2010-2021)
* Sascha Lobe, London(partner from 2018-2024)
* Yuri Suzuki(partner from 2018-2024)