If you’re the world’s oldest and most respected auction house, who do you go to when you’re looking for a comprehensive rebrand? Probably to one of the world’s most respected design consultancies. In the case of Sotheby’s that’s exactly what they did, enlisting Pentagram to revamp everything about their visual presence, from their logo mark to the design of their in-house magazine.
The first and most surprising thing you notice about Pentagram’s update is the refinement of the Sotheby’s wordmark. It’s a dramatic shift from Gill Sans to a custom version of Mercury, offering an infinitely more classic appearance. Once they’d nailed this it seems that everything else just fell into place, from the initial redesign of the website to the wholesale re-evaluation of every single element of the brand’s visual output. With Pentagram in tow you can be sure you’re in good hands, but this feels like exceptionally considered work even for them.
- All of human life was there: welcome back to the Best of the Web
- Jody Barton's passionate and political work masters many disciplines
- A Hail Mary pass: how to win the ads at the Super Bowl
- February diary: Where to go and what to see
- Hey Studio’s athletic and geometric typeface for ESPN’s magazine
- Karl Hab’s hypnotic photographs taken out of a plane window
- The importance of creative education: why making is as important as maths, reading and science
- Why Fonts Matter, and how they impact your mood
- How to beat creative block: one designer offers his invaluable advice
- Pentagram’s dynamic and shifting identity for a Serbian digital arts festival
- PETA’s x-rated Super Bowl advert banned from TV (NSFW)
- Bureau Mirko Borsche works with Nike Basketball on a new graphic language