Why Pentagram New York Ranks #1

Pentagram's New York office represents the gold standard in design consultancy, combining 50+ years of brand expertise with an unmatched portfolio spanning corporate identity, cultural institutions, and editorial design. Their partner-led model ensures senior designers remain deeply involved throughout projects, and their process balances rigorous strategic thinking with exceptional craft.

What separates Pentagram from competitors is consistency across decades. While many studios shine for 3-5 year periods, Pentagram has sustained excellence since the 1970s, continuously evolving while maintaining core principles of intelligent, purposeful design. Their work for Mastercard, MIT Media Lab, and The Public Theater showcases versatility without compromising distinctive quality.

Services & Specializations

Notable Projects & Portfolio Highlights

Mastercard Rebrand (2016)

Pentagram's redesign of Mastercard's identity simplified the iconic overlapping circles while creating a flexible system that works across digital and physical touchpoints. The project demonstrated their ability to evolve heritage brands without losing equity, introducing the "sonic brand" concept and creating a symbol-only logo variant years before competitors.

MIT Media Lab Identity (2011)

A revolutionary generative identity system that creates unique variations while maintaining coherent brand recognition. The project influenced an entire generation of dynamic brand systems and showcased Pentagram's willingness to embrace experimental approaches for the right clients.

The Public Theater (Updated 2020s)

Ongoing evolution of the bold typographic system originally designed by Paula Scher. This long-term partnership demonstrates Pentagram's ability to maintain brand consistency while keeping visual language fresh across decades.

Who Should Hire Pentagram New York

Best Fit Clients

• Established corporations undergoing strategic rebrands or mergers requiring sophisticated brand architecture
• Cultural institutions (museums, theaters, foundations) needing design that balances mission and accessibility
• Publishing and media companies seeking editorial design excellence and content system thinking
• Series C+ startups ready to transition from scrappy to authoritative brand positioning
• Organizations with complex stakeholders where process management is as critical as creative output

Not the Right Fit For

• Early-stage startups with limited budgets (under $100k)
• Projects requiring rapid 4-6 week turnarounds
• Brands seeking highly experimental or trend-driven aesthetics
• Digital product design requiring deep UX research and testing
• Companies wanting a single designer as ongoing embedded resource

Pricing & Project Investment

Pentagram New York operates at the premium tier of the design market. Based on industry data and project analysis:

Project Type	Typical Investment	Timeline
Complete Brand Identity	$150,000 – $400,000	4-6 months
Brand Refresh/Evolution	$75,000 – $200,000	2-4 months
Website Design	$100,000 – $300,000	3-5 months
Environmental Graphics	$50,000 – $250,000+	3-8 months

Pricing reflects 2025 market positioning. Actual costs vary based on scope, timeline, and partner involvement.

How Pentagram Scored in Our Evaluation

Criteria	Score	Weight	Notes
Portfolio Quality	9.7/10	25%	Exceptional craft and strategic thinking across all reviewed projects
Client Results	9.5/10	20%	Verified business outcomes and award recognition across client base
Industry Recognition	9.8/10	15%	Consistent awards across D&AD, ADC, Webby; extensive press coverage
Process & Collaboration	9.2/10	15%	Strong client testimonials; some note slower timelines
Team Expertise	9.6/10	15%	Partner credentials are industry-leading; deep specialist bench
Innovation	8.5/10	10%	Innovative within established frameworks; less experimental than boutiques

Learn more about our scoring methodology

Frequently Asked Questions

How do I get in touch with Pentagram New York?

Initial inquiries go through Pentagram's website contact form. Be prepared to provide project overview, budget range, and timeline. The studio typically responds within 3-5 business days with next steps or availability.

Can Pentagram work within smaller budgets?

Pentagram's structure and operational costs dictate 6-figure minimums for most projects. However, they occasionally offer "brand sprint" engagements ($50k-75k) for organizations they find mission-aligned, particularly nonprofits and cultural institutions.

How does Pentagram's partnership model work?

Pentagram operates as a partnership of independent designers. Each partner runs their own projects and team. This means you're effectively hiring a specific partner's practice within the Pentagram framework. Always clarify which partner will lead your project.

Does Pentagram do implementation or just design?

Pentagram designs systems and guidelines but typically doesn't handle ongoing production or website development. They partner with implementation studios or hand off detailed specifications to client teams/vendors.

Alternatives in New York

• → Collins (#2) - Similar quality, more accessible pricing, strong tech client base
• → Order (#3) - Best for digital product design and UX-heavy projects
• → Wolff Olins (#6) - Comparable prestige, more emphasis on transformation consulting
• → View all New York design studios