Paula Scher, Emily Oberman and Michael Bierut, Celebrating 50 Years of Pentagram
Sep 25, 2023
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Design royalty Paula Scher, Emily Oberman and Michael Bierut celebrate the 50th anniversary of Pentagram. They discuss the unique structure and success of Pentagram, the power of a strong work culture, the partner-owned business model, competition and inspiration in the industry, the adoption of successful systems, and the unique culture and identity of Pentagram.
Pentagram's non-hierarchical structure fosters creativity and collaboration while preserving the autonomy of each partner.
Partner retention at Pentagram is key to its success, with a unique ownership model and emphasis on individual growth fostering long-term partnerships.
Deep dives
Pentagram's Unique Structure and Success
Pentagram, founded in 1972, established a non-hierarchical structure that encouraged collaboration and shared resources among its founding partners. This structure preserved the autonomy of each partner while fostering creative excellence. Over the past five decades, Pentagram has become the largest independent design firm in the world, producing exceptional work and continuously renewing itself. The firm's longevity can be attributed to its enduring operating principles and its commitment to retaining relevance in an ever-changing industry.
The Key to Longevity and Success at Pentagram
Partner retention at Pentagram is a crucial factor in its longevity and success. Partners such as Paula Scher, Michael Beirut, and Emily Obermann have been with the firm for over 30 years each, contributing to its ongoing growth and transformation. Pentagram's unique ownership model, based on principles of generosity and responsibility, allows partners to maintain their individuality while working collectively as a group. The absence of a traditional hierarchy and shared financial responsibilities create a dynamic and supportive environment that fosters creative excellence.
The Challenging Journey to Becoming a Pentagram Partner
Joining Pentagram as a partner is not an easy process. It requires a certain mindset and adaptability to navigate the challenges that come with the position. Many partners describe a seven-year period of finding their footing and fully integrating into the firm's collaborative and independent culture. The selection of new partners is a thoughtful and unanimous decision made by all existing partners, ensuring that only the most exceptional designers are invited to join. Pentagram's emphasis on individual growth and collective success creates a unique work dynamic that fosters long-term partnerships and drives the firm forward.
The Pros and Cons of Pitching Work at Pentagram
Pitching work at Pentagram is an important aspect of the firm's business development process. While the firm receives numerous inquiries and offers, not all pitches are successful. Partners frequently engage in pitch meetings, showcasing their work and discussing potential collaborations. However, the partners also admit that pitching can be a challenging and sometimes disheartening process. The competitive nature of the industry and the high expectations placed on Pentagram's work contribute to the pressure felt during pitches. Despite the difficulties, the partners remain committed to delivering exceptional design and maintaining the firm's reputation for creative excellence.
Design royalty Paula Scher, Emily Oberman and Michael Bierut join this special live episode to celebrate and commemorate the 50th anniversary of the legendary, multi-disciplinary, independently owned design studio, Pentagram with a new, two-volume book, PENTAGRAM AT 50: LIVING BY DESIGN.