Frieze

Frieze · Brand Identity

Pentagram led the comprehensive brand identity project for Frieze, establishing a cohesive visual language that spans editorial, digital, and environmental touchpoints. The system relies on precise typography and clean graphic design principles, including the development of a custom typeface that balances heritage elements from the original masthead with modern legibility and multi-weight functionality. The project incorporates motion graphics featuring abstract, luminous light streaks for vertical digital formats, alongside a rigorous minimalist interface for the brand's editorial features. Print collateral, such as magazine spreads and out-of-home advertising, utilizes high-contrast imagery and structured layouts to maintain visual consistency across disparate media environments, ranging from subway billboard posters to custom editorial covers.