Client: Rugiet

Brand Identity For Rugiet

Phallic branding? Pentagram made that the point.

Pentagram developed a brand strategy and visual identity for Rugiet, a leader in men’s health. The design emphasizes focus and control through a clean, vertical logo, a custom typeface, and a bold orange palette that distinguishes the brand from typical wellness aesthetics.

Set in Rugiet Tall

Insights

Pentagram’s core move was to make Rugiet feel more direct and assertive than the typical pastel men’s-health category, balancing “clinical credibility” with a bolder voice.
The first thing you notice is the vertical stacked logo: Pentagram says it has “a resolute sense of control,” and BP&O notes it reads as both an ED joke and a growth signal.
Rugiet Orange is intentionally anti-wellness: Pentagram describes it as “a vivid, intense hue” that breaks from the pastel palette common in the category.
The custom typeface, Rugiet Tall, was developed with Commercial Type to mirror the logo’s vertical proportions and work especially well in upright compositions and vertical headlines.
The project was led by Pentagram partner Matt Willey in New York, with Jonny Sikov, August Dine, and Malithi Gunawardena on the team, while Alright Studio handled the website.

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