Symbols of Meaning: Michael Gericke on Storytelling Through Design

Cybelle Jones

Episode 12: Voices of Experience with Michael Gericke of Pentagram Design

  1. Michael Gericke, FSEGD, speaks at the 50th Anniversary SEGD Conference in Washington, DC

Design has the ability to communicate what’s essential—to make meaning visible.
Michael Gericke, FSEGD

As we lead up to the 2025 SEGD Fellow Celebration in San Francisco, it feels fitting to close this chapter with someone whose work—and spirit—embody the best of our community: Michael Gericke, SEGD Fellow and Partner at Pentagram.

Michael’s design legacy reminds us that the simplest symbols can hold the greatest meaning. His work celebrates place, story, and connection—all qualities that define experience design at its best. His generosity of time and talent—from mentoring students and engaging alumni to rebranding SEGD for our 50th anniversary—is extraordinary.

  1. A montage of some of Michael’s most coveted work from the One World Trade Center to Cornell Tech

  2. Penn Station, photo courtesy of Michael Gericke

Storytelling Through Design

Michael Gericke’s contributions to graphic arts, storytelling, and placemaking are significant, making him one of the leading figures in the development of experiential design. As a Partner at Pentagram’s New York office, he has shaped the visual language of brands, cultural institutions, and public spaces that have become part of our daily lives.

Recognized for his elegant simplicity and clarity, his work captures the essential qualities of the object, place, or experience it represents. Known for influential projects in identity design, branding, and environmental graphics, Michael’s impact spans civic landmarks, sports arenas, museums, and universities worldwide. His approach is guided by a singular belief: that design can distill complex ideas into symbols that are both timeless and human.

  1. National Gallery of Art by Michael Gericke

  2. New York Public Library by Michael Gericke

Clarity, Connection, and the Essence of Place

Since joining Pentagram in 1985 and becoming a partner soon after, Michael has helped define the firm’s interdisciplinary approach that bridges two- and three-dimensional design.

His portfolio includes iconic projects such as Rockefeller Center, the AirTrain systems connecting Manhattan to Newark and JFK International Airports, and global cultural institutions including the National Gallery of Art, the Smithsonian’s Cooper Hewitt National Design Museum, and the Guggenheim Museum Abu Dhabi.

That philosophy—of communicating what’s essential—is evident across a remarkable range of work: the 1994 FIFA World Cup, Public Radio International (PRI), the Big Ten Conference, CBS’s Winter Olympic Games, the College Football Championship trophy and visual identity, and the Arizona Cardinals NFL Stadium.

Through these, Michael translates the essence of identity into form—combining precision, humanity, and spirit.

Rebuilding Symbols of Hope

For decades, Michael has played a pivotal role in the rebuilding of the World Trade Center site following September 11.

“We have designed most of the elements for almost all the buildings at the World Trade Center site,” he reflects. “From the first temporary structure there—the Viewing Wall—to One World Trade Center, the tallest building in the Western Hemisphere. I’m very proud of the design work, but I would say the most fulfilling part was building long and enduring relationships with the community that was incredible.”

His work at the site—including graphic programs for One World Trade Center and Towers Two, Three, Four, and Seven—embodies resilience and renewal, transforming tragedy into a symbol of optimism through design.

  1. Graphic Life by Michael Gericke

The Graphic Life

In his 520-page monograph, Graphic Life, Michael chronicles his career through the lens of storytelling, identity, and place. With a preface by architect Moshe Safdie and an introduction by Pulitzer Prize–winning critic Paul Goldberger, the book offers an intimate look at his philosophy.

“The name was deliberate,” Michael explains. “It tells the story of my life and my career in design and what’s been meaningful to me. It’s largely about celebrating places, telling stories, and making symbols—and the connections between them all.”

His educational and civic projects reflect the same ideals. From MIT’s One Laptop per Child to Cornell Tech’s campus on Roosevelt Island and P.S. 62, New York City’s first net-zero-energy school, his work demonstrates how design can advance innovation, accessibility, and sustainability in the built environment.

  1. Cornell Tech by Michael Gericke

  2. Bloomberg Center by Michael Gericke

Designing for the Public Good

A trustee of the National Building Museum, Michael has served on the Advisory Council of the Center for Architecture, the SEGD Board of Directors, and the AIGA New York Executive Committee.

He has received the AIA’s Harry B. Rutkins Award for outstanding contributions to the profession and Fortune Magazine’s Beacon Award for strategic design excellence.

Yet, for Michael, design’s greatest value lies in its ability to connect people.

“The most fundamental one for me was being asked to be a partner at Pentagram,” he says. “It’s an accolade that has given me a platform to do this wide range of work with people who are my dear friends—people who continually inspire and challenge me.”

  1. Michael Gericke (right) walking with his team, showing off SEGD’s 50th Anniversary Brand Identity

  2. SEGD’s 50th Anniversary Brand Refresh created by Michael Gericke and his team at Pentagram

The SEGD Connection

A longtime SEGD member and former board member, Michael has shaped the organization’s identity in profound ways—from the SEGD 50th anniversary rebrand to mentoring students and emerging professionals.

“SEGD has enriched me in so many different ways. It’s a community, it’s giving, it’s personal, it’s educational, and it’s incredibly inspirational.”

A Message to Future Designers

Michael’s advice for the next generation is rooted in curiosity and courage.

“Stay curious and be prepared,” he says. “You never know when you might need to draw on something that feels unrelated to a project but gives you new insight. And particularly in the world of experiential design—be brave. Have the courage to do anything; there are always people there to help support you.”

His belief in the enduring impact of design—its power to reveal meaning, foster connection, and celebrate humanity—continues to inspire the field and the SEGD community.

Michael Gericke kneels beside a group of young designers at the 2021 SEGD Conference Experience Philadelphia

A Design Practice Rooted in Meaning

At the heart of Michael Gericke’s work is an unwavering dedication to clarity, connection, and care. He approaches every project as an opportunity to tell a story that unites people through shared purpose and place.

Whether designing a symbol, a space, or an identity, Michael’s practice embodies optimism—the belief that design, at its best, reveals what is essential and reminds us of who we are together.

Episode 12: Michael Gericke | SEGD Fellow

In the final episode of this season’s SEGD’s Voices of Experience series, Michael Gericke—Partner at Pentagram and SEGD Fellow—reflects on a career defined by clarity, connection, and the enduring power of storytelling through design. Through his work in identity, branding, and placemaking, Gericke demonstrates how design can transform ideas into universal symbols of meaning and belonging.

Filmed and produced by Lorem Ipsum on behalf of SEGD.

Learn more about SEGD Fellow Michael Gericke

Explore SEGD's Voices of Experience Series

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