FUTURE AMAZING

With the economy still in the pisser, PENTAGRAM was given the task during the holidays to reboot the look & feel and make an impact during the famous black friday for the luxury and iconic retailer SAK’S FIFTH AVENUE. The holidays and black friday account for about 50% of the revenue for the retailer during the entire year —- that’s a lot of pressure to deliver results. Much like “THE BROWN BAG” series of shopping bags from the other upscale retailer, Bloomingdale’s; Pentagram really delivered with a new visual aesthetic for their shopping bags and even a new website. During the holidays, the area was filled with hordes of people sporting the new bags “I’M GOING TO SAKS”! The bags just provide a new look & feel, that is not only modern, but with such a simple and clever line of copy, it says so much, and most of all provides a direct statement that invites, or rather pushes your curiosity, to go to SAKS!

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Pentagram steps into a hornet’s nest of criticism with a Big Ten redesign. Michael Bierut talks about the impossible choices offered up in such a high profile project.

“Seeing two numbers at once is clever, but it means redesigning the logo every time the conference expands.”
— MICHAEL BIERUT, PENTAGRAM

It is quite an elegant solution to problem that will persist as conference gets larger.

Thanks to LOGODESIGNLOVE.COM and their always great and wonderful online columns. Recently LDL interviewed Michael Bierut on the topic of logos. Mr. Bierut goes into a discussion about how logos are real easy to produce and that the hard part is USING them correctly.

Now we by no means carry the clout and years of experience that Mr. Bierut does, however to claim that a logo is easily produced and that anyone with a computer can create one, well thats almost saying that anyone can be a graphic designer, its just finding a job thats the hard part. It’s hard to agree with what Bierut says, but the interview does go into slightly more depth…

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Sometimes you have to approach a logo with fresh eyes. What I mean by that, is that you have to see it from the point of view of a bystander. As designers, we tend to view the world and everything in it differently than others. Take this logo for instance. What are your feelings towards it? Does it convey its mission statement succinctly? Does it give of any feelings other than the intended? 

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