Pentagram Ideology

Devoted to the idea of the idea

• Communication through design can’t be achieved with a set of strict rules or artistic vision

Preference for visual puns, rebuses, succinct visual devices

• Purpose is to communicate the idea quickly with superfluous effects

Design is not just a service, it is a way of life

• Good design can be used to ameliorate and elevate the activities of everyday life (mid-century American ideal)
• Try to raise the level and lift the intelligence of whatever area of design the partner confronts

Driven by individuals, not by market