Screenshot of Pentagram

Pentagram

www.pentagram.com

The reference for legendary multi-discipline design firms — filter-first home with sentence-form UI, work-grid-as-background, Plain sans, GSAP motion, 1728px wide canvas.

Creative Studio Multidiscipline Design Firm strong

Design tokens

page
surfaceLight
surfaceDark
text
textMuted
white
black
hoverBg
muteBgWhite
muteFgDark
muteFgLight
display
Plain
body
Plain
mono

Do / Don't

Reference it for

  • Near-black rgb(26, 26, 26) primary text — not pure black (more comfortable for body)
  • Pure white background with light grey card surfaces (rgb(227, 228, 229))
  • rgb(118, 118, 118) mid-grey for muted text (291 hits — substantial)
  • rgba(0, 0, 0, 0.07) transparent black as hover / chip background (the workhorse — 110 hits)
  • Plain font (Optimo Foundry bespoke sans) with Arial fallback
  • 5-step type scale (13, 16, 19, 32, 52px) — most restrained scale for a deep firm
  • 2 weights (400, 500) — minimal weight discipline
  • Filter-first home page — work grid blurred behind, sentence-form filter modal on top

Do not copy

  • The Plain font licence (Optimo Foundry, paid).
  • The "PENTAGRAM" wordmark and partner-led identity.
  • The 15-discipline chip list (Pentagram-specific).
  • The "We design Everything for Everyone" filter UI copy.
  • The Imgix CDN dependency unless brand has image-density to justify.
  • The Vimeo player integration.
  • The Microsoft Clarity tracker — privacy-invasive session recording.
  • The Bing analytics tracker.

Signature moves

filter-first home with sentence-form UI over a blurred work grid

the work grid sits blurred behind a backdrop-blur modal carrying a sentence-form filter ('We design [x] for [y]') with inline dropdowns and a discipline chip grid as the primary nav choice.

restrained near-black 5-step type system

near-black rgb(26,26,26) text on white with light-grey cards (rgb(227,228,229)) and mid-grey muted text, set in a bespoke sans at a tight 5-step scale (13/16/19/32/52px) and only two weights (400/500).

wide project-grid canvas with GSAP counters and reveals

a 1728px wide canvas carries project grids with a material ease-in-out (cubic-bezier(0.4,0,0.2,1)) workhorse at 0.3s/0.4s/0.15s, number-ticker counters (updownNumber keyframes) for stats and slideInTop/scaleIn content entry.

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