Why look beyond Pentagram

Pentagram operates as a design consultancy structured around a partnership model, where partners lead projects directly. This structure can offer direct access to senior design talent and a consistent creative vision. However, potential clients may seek alternatives for several reasons. Some organizations might require a firm with a broader global footprint or a different operating model, such as those with integrated marketing and advertising capabilities alongside design. Companies with specific industry focuses or technology-driven projects might find specialized agencies more aligned with their needs. Additionally, while Pentagram is known for its high-profile work, its partnership structure can sometimes lead to varying team compositions depending on partner availability and project load. Clients with budget constraints may also find other agencies offer competitive pricing models for similar scopes of work, as Pentagram's custom enterprise pricing reflects its premium positioning in the market.

Top alternatives ranked

  1. 1. IDEO — Global design and innovation consultancy

    IDEO is a global design and innovation company known for its human-centered design approach and capabilities spanning product, service, and experience design. Founded in 1991, IDEO has a notable history in industrial design and has expanded its expertise to include digital transformation, organizational design, and business model innovation. While Pentagram focuses heavily on visual identity and branding systems, IDEO's strength lies in applying design thinking methodologies to complex challenges, often resulting in entirely new offerings or strategic shifts for clients. They frequently work with large enterprises and startups, helping them navigate market changes and create user-centric solutions. IDEO's interdisciplinary teams integrate designers, researchers, engineers, and business strategists to deliver comprehensive solutions from concept to implementation.

    • Internal Link: IDEO Agency Profile
    • Best for: Innovation strategy, digital product development, human-centered design, service design.
    • Official Site: IDEO official website

  2. 2. Wolff Olins — Brand strategy and creative consultancy

    Wolff Olins is a global brand consultancy specializing in brand strategy, identity, and experience. Established in 1965, the agency has a reputation for creating disruptive and impactful brands for both established corporations and challengers. Similar to Pentagram, Wolff Olins prioritizes strategic brand development and visual execution, but they often emphasize the cultural impact and future-proofing of brands. Their work encompasses defining brand purpose, developing visual and verbal identities, and translating these into cohesive customer experiences across various touchpoints. Wolff Olins works with clients across diverse sectors, including technology, finance, and consumer goods, aiming to create brands that are both distinctive and relevant in dynamic markets.

  3. 3. Landor & Fitch — Global brand transformation company

    Landor & Fitch is a global brand transformation company, formed by the merger of Landor Associates and Fitch. With a heritage dating back to 1941, Landor & Fitch offers comprehensive brand services, including brand strategy, identity design, packaging design, retail design, and digital experience. The agency's combined expertise allows for integrated brand solutions that span physical and digital environments. While Pentagram's work is often recognized for its distinct visual aesthetic and partner-led approach, Landor & Fitch provides a more expansive offering across multiple touchpoints, aiming for a seamless brand experience. They serve a wide range of global clients, from consumer brands to corporate entities, focusing on creating brands that are both strategically sound and creatively impactful.

    • Internal Link: Landor & Fitch Agency Profile
    • Best for: Integrated brand experience, retail design, packaging design, multi-touchpoint brand activation.
    • Official Site: Landor & Fitch official website

  4. 4. Collins — Brand and experience design firm

    Collins is an independent strategy and experience design firm based in New York and San Francisco. Founded in 2008, Collins is recognized for its work in brand strategy, identity design, and digital experience, often crafting comprehensive systems that redefine how brands interact with their audiences. While Pentagram operates with a diverse group of partners, Collins typically works with a more centralized leadership and team structure, which can lead to a consistent creative voice across projects. They often engage with clients looking for a strategic partner to help them navigate complex market changes and build distinctive brand platforms. Collins emphasizes clarity, simplicity, and cultural relevance in its design solutions, working across various industries including technology, retail, and media.

    • Internal Link: Collins Agency Profile
    • Best for: Strategic brand transformation, digital brand experiences, comprehensive identity systems, brand storytelling.
    • Official Site: Collins official website

  5. 5. R/GA — Digital innovation and experience agency

    R/GA is a global innovation and experience agency that combines consulting, technology, and design to help clients navigate digital transformation. Founded in 1977, R/GA began as a film effects company and evolved into a leader in digital advertising, product development, and experience design. While Pentagram is primarily a design consultancy, R/GA offers a broader suite of services that integrate technology and data into creative solutions. This includes developing digital products, platforms, and services, alongside brand strategy and identity work. R/GA's strength lies in its ability to build integrated systems that function across various digital touchpoints, making it suitable for clients focused on digital-first strategies and scalable technological solutions.

    • Internal Link: R/GA Agency Profile
    • Best for: Digital product development, experience design, technology integration, innovation consulting, connected brand ecosystems.
    • Official Site: R/GA official website

  6. 6. Anomaly — Brand building and innovation company

    Anomaly is a global advertising and marketing agency that positions itself as a “brand building and innovation company.” Founded in 2004, Anomaly offers a diverse range of capabilities that include brand strategy, advertising, digital content creation, and product development. Unlike Pentagram, which maintains a pure-play design focus, Anomaly integrates strategic thinking with creative execution across various media. They are known for developing unconventional solutions to business challenges and often engage in ventures and intellectual property creation alongside client work. Anomaly appeals to clients seeking a partner that can go beyond traditional agency scopes to deliver innovative marketing and business solutions.

  7. 7. Droga5 — Creative and strategic advertising agency

    Droga5 is a creative advertising agency known for its emphasis on cultural relevance and impactful campaigns. Founded in 2006 and acquired by Accenture Interactive in 2019, Droga5 offers brand strategy, creative development, and integrated marketing solutions. While Pentagram is a design-centric firm, Droga5's core strength lies in its ability to craft compelling narratives and execute large-scale advertising campaigns that resonate with target audiences. They work with a diverse portfolio of global brands, often helping them redefine their market position through memorable creative work. Clients looking for an agency that can integrate design with broader marketing and advertising efforts might find Droga5 a suitable alternative.

Side-by-side

Feature Pentagram IDEO Wolff Olins Landor & Fitch Collins R/GA Anomaly Droga5
Founded 1972 1991 1965 1941 (Landor) 2008 1977 2004 2006
Core Focus Brand Strategy & Identity, Design Human-Centered Innovation & Design Brand Strategy & Creative Consultancy Brand Transformation & Experience Brand & Experience Design Digital Innovation & Experience Brand Building & Innovation Creative & Strategic Advertising
Organizational Model Partnership-led Global Consultancy Global Consultancy Global Agency Network Independent Firm Global Agency Network Independent Agency Global Agency (Accenture Interactive)
Key Strengths Visual identity, editorial design, environmental graphics Design thinking, product innovation, service design Disruptive branding, cultural impact, future-proofing brands Integrated brand experience, retail & packaging design Strategic brand systems, digital experience, storytelling Digital product development, technology integration, connected ecosystems Unconventional solutions, brand ventures, integrated campaigns Impactful advertising campaigns, cultural relevance, brand positioning
Global Reach Limited offices, global client base Extensive global presence Extensive global presence Extensive global presence US-based, global clients Extensive global presence Global presence Global presence
Pricing Structure Custom enterprise pricing Custom enterprise pricing Custom enterprise pricing Custom enterprise pricing Custom enterprise pricing Custom enterprise pricing Custom enterprise pricing Custom enterprise pricing

How to pick

Selecting an alternative to Pentagram involves evaluating your project's specific requirements against the strengths of various design and branding agencies. Consider the following decision-tree approach:

  1. Define your primary need:

    • Is your core need brand strategy and identity, with a strong emphasis on visual execution and design systems?
      Agencies like Wolff Olins and Collins are strong contenders. Wolff Olins excels in disruptive branding and cultural impact, while Collins focuses on comprehensive brand and experience design systems. Both offer strategic depth comparable to Pentagram in brand identity development.
    • Are you looking for innovation in products, services, or digital experiences, driven by human-centered design?
      IDEO is a top choice, known for its application of design thinking to complex problems and its expertise in developing new offerings. For digital-first product and platform development with integrated technology, R/GA is a strong alternative.
    • Do you require a holistic brand transformation that spans both physical and digital touchpoints, including retail and packaging?
      Landor & Fitch offers integrated brand experience services, combining strategic design with execution across diverse channels. Their combined heritage provides extensive capabilities in this area.
    • Is your project focused on impactful creative advertising, brand storytelling, and strategic marketing campaigns?
      Anomaly and Droga5 specialize in creative advertising and brand building beyond pure design. Anomaly focuses on unconventional solutions and innovation, while Droga5 is known for culturally relevant campaigns and strong narrative development.

  2. Consider the agency's operating model and culture:

    • Do you prefer a partner-led model with direct access to senior designers, similar to Pentagram? While Pentagram's structure is unique, smaller, independent firms or specific teams within larger consultancies might offer a similar level of direct engagement. Evaluate the specific project leadership proposed by each alternative.
    • Do you need a large, integrated global network with diverse capabilities? Agencies like R/GA, Wolff Olins, and Landor & Fitch, often part of larger holding companies or operating independently with significant global presence, can offer broader geographical reach and a wider range of integrated services (e.g., technology, media, advertising) alongside design.
    • Is a strong emphasis on research and strategic consulting important? Firms like IDEO embed research and strategy deeply into their design process, ensuring solutions are well-informed and data-driven.

  3. Evaluate specific industry expertise:

    • While many top agencies serve diverse sectors, some may have deeper experience in particular industries (e.g., tech, consumer goods, finance). Review case studies and client lists to ensure the alternative has relevant experience in your market.

  4. Assess project scope and budget:

    • All listed alternatives, like Pentagram, typically operate on a custom enterprise pricing model due to the bespoke nature of their services. Clearly define your project scope to obtain accurate proposals. If your budget is a significant constraint, you might need to consider smaller, boutique design studios that specialize in a narrower range of services.

By systematically evaluating these factors, you can identify the alternative that best aligns with your organizational needs, project goals, and desired working relationship.