Pentagram's Natasha Jen Creates FailurexDesign

HarvardxDesign conference identity by Natasha Jen (Pentagram)

The Harvard Graduate School of Design got a two-fer when they booked Pentagram Partner Natasha Jen as a keynote speaker for the 4th annual HarvardxDesign conference. Jen also created the identity for the conference.

Themed “FailurexDesign,” this year’s conference focused on the role of productive failure in design. Jen’s identity features type that trips over itself to form striking patterns on conference materials.

Jen and her design team set the identity spinning across applications including the website, posters, programs, totes and pencils. The team precisely calibrated the “fall” and rotation of the letters in the logotype, set in Futura Bold.  When the letters aren't rolling over, they slip, slide or appear generally unstable, and a giant “X” crosses out the conference t-shirt. The color palette features an alarming shade of red, balanced with black and white.

See more of the FailurexDesign identity on the Pentagram blog.


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