By far, the slickest Integrated Branding Program we’ve ever seen. The deft use of an older version of the iconic New York retailer’s logo, the grid approach and the simple yet mind-blowing use of the variations created by re-aligning the grid… this is perhaps the one benchmark that we have chosen to follow, since its launch in 2007.

The identity design and the extensions are striking from many perspectives, but one comes to the mind instantly – simplicity. It is often the most neglected aspect of design (especially in India, where “more” is considered a sign of “status” and “wow!”) We have had, at times, to get into lengthy conversations with a few clients, trying to convince them why “less was more” and how it would help redefine their brand. Every time we were faced with this problem, we have cited this one example of how simplicity – and a little unconventional thought – can not only help create some fantastic designs, but also serve to put a brand’s visual communication on a rather high pedestal.

Thank you, the wonderful team at Pentagram, for providing what can only be described as a rare masterpiece.