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  • 27 July 2012

  • 'The Forty Story': Pentagram Turns 40

  • Billed as 'The story of a boy born on the day Pentagram opened and how his life has been tracked (and kerned) by forty years of Pentagram design' - This fantastic piece of font work and copywriting celebrates the 40 years of one of the worlds most iconic design agencies.

    You may not have heard of the design agency Pentagram, but if you've seen a Nissan billboard, a Tiffany's bag or an episode of "The Daily Show" since 2005, you know its work.

    For better or worse, the transatlantic design consultancy has significantly affected the look of the world -- designing logos (or redesigning ones much to some people's despair), public spaces, and even "new identities" for some of the world's largest companies.

    No surprise, Pentagrammers are no slouches at marketing themselves. To draw attention to the company's 40th birthday this June, the London office released a clever piece of self-congratulation -- a reel of Pentagram's most recognizable work set to the story of a fictional boy born 40 years ago.

    As you watch "The Forty Story," be sure to listen for the sound of ad executives around the world slapping their foreheads at not having thought of this earlier.


    Written by Naresh Ramchandani and Tom Edmonds
    Directed by Christian Carlsson
    Additional animation by Simone Nunziato
    Voiceover by Daniel Lapaine
    Sound design by Iain Grant and Wam London
    Music by Graeme Miller
    Titles by John Rushworth

    Design by Pentagram


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