BP&O features Pentagram’s refreshed identity for Yale University’s Windham Campbell Prizes, originally designed by Michael Bierut’s team in 2013 and updated in 2024 by Andrea Trabucco-Campos. The new iteration retains the bracket motif but introduces a vibrant blue palette and motion elements, creating a flexible and dynamic system across print, digital, and environmental applications.
The Brand Identity’s article, written by Poppy Thaxter, explores how studios like FAY, DesignStudio, and Dinamo Typefaces are using generative tools and variable fonts to create flexible, dynamic brand systems. Through case studies with clients such as Lobe, Wu Tsai Institute, and Ubisoft+, the piece highlights how technology empowers clients to co-create assets while maintaining brand consistency. The discussion, part of The Shift series with Frontify, underscores the balance between creative freedom and systematic control in modern branding.
FrontifyFAYDesignStudioLobeWu Tsai Institute at Yale Universitybranding
