Inside a design partnership is a glimpse of the future

Rothenberg, Randall
March 1999
Advertising Age;3/22/1999, Vol. 70 Issue 12, p28
Trade Publication
This article focuses on design partnership at Pentagram, a company based in London, England. The debate between American graphic designer Michael Beirut and Argentinian product designer Daniel Weil was nothing less than a graduate level seminar in marketing theory and practice. The two partners and their assistants analyzed the impact of shape and color on the client's image. They worried over the synergy between its advertising and the equipment they planned to craft for it. That intellectualism is the essence of the Pentagram way. Pentagram's partners have negotiated the tensions between the group and the individual by working independently. Indeed, the organization is structured as a medley of separate business operating under the same roof. Pentagram partners are routinely crossing boundaries and disciplines to work together on projects whose scale and scope would require larger design assistance.


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