National Gallery of Art

The National Gallery of Art in Washington, DC, is one of the most beloved and visited museums in the U.S., with a world-class collection of more than 150,000 works of art. A team led by Pentagram Partner Michael Gericke, with Michael Bierut, have created a bold and contemporary visual identity for the National Gallery that reflects the vibrancy of the institution and its diverse collections, programming, and audiences.

The reimagined brand supports the museum’s mission to serve the nation by welcoming all people to explore and experience art, creativity, and their shared humanity. Inspired by the monumental architecture of the National Gallery campus, it connects the old and the new, the classic and the modern.

Project Team
Michael Gericke
Michael Bierut
Marielle Gross
Yeryung Ko
Reid Parsekian
Amanda Walter

Designed at Pentagram with partner, Michael Gericke.

Collaborators
Frere-Jones Type, typeface design

TrueCar

Buying a car can be one of the most stressful and intimidating decisions a consumer will ever face. TrueCar is working to reinvent the experience and make the process of buying and selling new and used cars as simple, easy, trustworthy and informed as possible. The new brand identity makes the experience of shopping for a car more uplifting and empowering for consumers. Developed with the creative teams at TrueCar, the project encompasses brand strategy and positioning, messaging, advertising, art direction and product design.

Project Team
Michael Gericke
Marielle Gross
Yeryung Ko
Reid Parsekian
Amanda Walter

Designed at Pentagram with partner, Michael Gericke.

Collaborators
Robin Haueter, strategist
Melenie Flynn, strategist
NiceShit Studios, illustration
Hornet/Moth, TV animation

Modal

Modal creates unique sensory experiences using advanced light, audio, and video technologies. On each project, Modal works closely with creatives to discover and capture their mental picture. Drawing on 30 years of combined experience in the entertainment production industry, founders John Wilder and Aaron Parsekian understand the value of storytelling. Located in Brooklyn, Modal positions themselves as professionally-casual and breaks conventions to arrive at better solutions. Whether it is a multi-million dollar gala, or a warehouse art installation.

Project Team
Reid Parsekian

Collaborators
Kamil Tyebally, naming
Eva Kerner, copywriting

Fortyfive Rockefeller Penthouse

The penthouse block at 45 Rockefeller Plaza hosts spectacular, panoramic views of Manhattan that include Central Park, St. Patrick’s Cathedral, and the Rink at Rockefeller Center. This newly-renovated space occupies the top three floors and boasts a mezzanine with abundant natural light. Art Deco style spandrels decorate the top of the building like a crown, which became the basis of the logo in this brand identity. The rich hunter-green was taken from patinated copper flashing and warm gold from decorative elements.

Project Team
Michael Gericke
Marielle Gross
Alex Makarainen
Reid Parsekian
Amanda Walter

Designed at Pentagram with partner, Michael Gericke.

Official Signs & Icons 3

With more than 8,400 images in sixteen standard symbol sets, Official Signs & Icons 3 is surely a mammoth. This up-to-date studio reference is thoroughly researched, indexed and annotated with chapter intros, notes, bibliography, and resources. It features the work of internationally recognized designers for organizations including the AIGA and SEGD. Available as a 368-page full-color hardcover book with a companion download including vinyl-ready EPS vector images.

Project Team
Mies Hora
Reid Parsekian
Nick Sienty

Designed at Ultimate Symbol with creative director, Mies Hora.

Speech is Not a Game

Hate speech is a constant issue throughout the world, and has only become a larger problem with the advent of social media and other online services, such as video games. “Speech is Not a Game” seeks to illustrate the severity of this problem by taking the form of three mini-games. Typography is featured predominantly, which puts more emphasis on the extremely hateful words, phrases, and remarks that traumatize many. Your goal as the player is to erase, push away, and destroy any hateful content presented using the joystick and 'action' button. Play it here.

Designed at FIT in Graphic Design Bachelor's program for senior thesis.