The article critiques the design pattern known as 'The Wheel of Nothing,' exemplified by Pentagram's new website, which features a rotating list of audience segments. The author argues that while ostensibly inclusive, such designs dilute meaningful messaging. Highlighting Pentagram's esteemed status, the author notes that even a renowned firm struggles to articulate a singular message. However, the firm has deeper messages that convey a unique identity, emphasizing their distinct approach to brand design, showcasing how clarity often trumps broad appeal.
You wait 3 seconds. The last word fades out and a new one fades in: I call this design pattern The Wheel of Nothing: a rotating list of audience segments meant to impress through inclusion and draw attention through motion... for absolutely no reason.
Design is deciding. Strategy is choosing what not to do. A spinning headline that tries to name everyone usually ends up resonating with no one.
Pentagram might be one of the few companies in the world that can pull this off. Their history and reach are incredibly impressive, so it might be pretty close to true that they have or will design everything for everyone.
Digging deeper into Pentagram's site reveals messages that feel far more aligned with their real only-ness. Our structure is unique. We are the only major design studio where the owners of the business are the creators of the work...
Collection
[
|
...
]