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Showcasing the Pentagram Conviction:
passion, intelligence, personal commitment
Introduction
Pentagram is owned equally and run by 23 partners, who work independently and collaboratively. This aspect alone makes this business very unusual (Element Talks, 2006). Their decision to refer to themselves as designers (in a much broader sense of the word) allows the partners to dip in and out of areas of interest and thus inform and enlarge their ideas and views (Element Talks, 2006). In turn, this research enriches subsequent designs and outcomes.
Natasha Jen and Paula Scher's contribution to their industry is examined here, along with how they gather and process information to produce their designs. An exploration of the scope of their work, the breadth of their professional careers and personal attributes will provide insights into the world of a high-level designer. Also explored is Pentagram’s (2019, a) conviction that “Great design cannot happen without passion, intelligence and - above all - personal commitment.”
Natasha Jen
As a graphic designer and partner within Pentagram, Jen continues to be an essential contributor to the world of design and can transition easily between various media genres. Jen’s work is comprised of many elements, including “brand identities, environmental design, multi-scale exhibitions, signage systems, print, motion and interactive graphics.” (Pentagram, 2019, b)
Such a flexible approach to design allows Jen to engage effectively with a range of designers. In one talk she delivered (99U, 2018) called ‘Design thinking is Bullsh*t’, Jen challenged the notion of Design Thinking. This term is commonly broken down into five consecutive steps, implying that their completion will provide the foundation for good design. Jen fundamentally disagrees with this viewpoint and has encouraged the design community to critique this term and the five steps involved in the process. Actively communicating her concerns in this way and going against widely held views demonstrates Jen’s passion and personal commitment to the design industry and Pentagram.