Pentagram draws on Pink Floyd history to create visual identity for new label

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Pentagram draws on Pink Floyd history to create visual identity for new label

Design agency Pentagram has expanded on iconic album artwork by the duo Hipgnosis to create a visual identity for Pink Floyd Records.

Alphabet for Pink Floyd by Pentagram
The new alphabet was created in both solid and outline versions

The original stencilled lettering used for the band's 1977 Animals album has been extended into a full alphabet and used in a logotype for the group's record label.

Pentagram's creative team, led by partner Harry Pearce, worked closely with Hipgnosis' Aubrey Powell to create the alphabet, which includes solid and outline versions of letters.

Alphabet for Pink Floyd by Pentagram
It is based on the iconic typography on the album Animals, designed by Hipgnosis in 1977

"I loved the idiosyncratic nature of the typography and we immediately saw the potential of expanding the font to a complete alphabet," Pearce told Dezeen.

Alphabet for Pink Floyd by Pentagram
The typeface is also used for edition numbering for the record label's releases

"Finding a structure and rhythm to the typography beyond a few letterforms was complex, as each original character was full of wonderful inconsistencies," added Pearce, who worked with designer Johannes Grimmond to perfect the finer details of the alphabet.

Alphabet for Pink Floyd by Pentagram
Pentagram established a set of rules to extend the Animals typography to an entire alphabet

The lettering makes reference to the stencil typography used on the band's tour boxes. It has been used on the label's first release – a 27-disc box set of material from the Pink Floyd archive, which includes unreleased recordings.

Alphabet for Pink Floyd by Pentagram
The Early Years 1965-1972 boxset is designed in an "archival style"

In a further reference to the band's history, the packaging nods to the Bedford van the group used to transport their equipment. The van was painted black with a white vertical stripe down the side – a visual that is now recreated in the packaging.

Alphabet for Pink Floyd by Pentagram
It is based on the black and white Bedford van the band toured in

Abstract oil paintings – created by British artist John Whiteley in the band's early days – also feature within the box set.

Pentagram's alphabet has been teamed with a typewriter-style font, to emphasise the "archival aesthetic", and is shown alongside historic photos of Pink Floyd.

Alphabet for Pink Floyd by Pentagram
Each set features abstract artwork by John Whiteley, who works with oils on paper

Pentagram is unusual in that it is run by 21 equal partners who come from disparate areas of design. The agency was established in 1972 in London's Notting Hill, and now also has offices in New York, San Francisco, Berlin and Austin.

Graphic design and packaging are specialties of the agency, which has worked on several major branding projects including a pared-back redesign of Mastercard's logo and gold embossed packaging for a line of marijuana edibles released by rapper Snoop Dogg.

More images

Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram
Alphabet for Pink Floyd by Pentagram