ZGF Architecture changes identity

someone forwarded on this email to me with a link to a flash presentation that pentagram did to discuss how and why they made the change. thought you might find it interesting.

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All, I am pleased to share with you the roll out of a refreshed identity for ZGF. This refreshed identity will be executed on July 20th in conjunction with our Portland move. We worked with Pentagram, a design firm in New York that has crafted the new identities for clients including Saks Fifth Avenue, Citigroup, United’s TED and Olin (formerly The Olin Partnership), among others. We asked Paula Scher, the design partner at Pentagram, to provide a synopsis of the process so everyone in the firm could see how we got from our previous logo to our new one. The link follows.

http://www.zgf.com/identity/