How to run your studio like Pentagram

Given that it’s arguably the most famous design agency in the world, Pentagram needs little introduction. Ever since the five founding partners Alan Fletcher, Theo Crosby, Colin Forbes, Kenneth Grange and Mervyn Kurlansky set up shop in north London in 1972, its uniquely compelling structure – equal partners, sharing wealth, wisdom and workspace – has never been successfully replicated. 

While there are now four times as many partners – spread across studios in London, New York, San Francisco, Austin and Berlin – that ethos has remained constant, with each partner heading a small, self-contained team. Globally, this means there are 21 small studios, under the umbrella of one 170-strong agency. 

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Nick Carson

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.