From the Pentagram website, “It needed a brand that better reflected its passionate commitment to a fairer and better world and its unique role in building it.”
The design team removed “Picture” from the name and replaced it with “Films,” a more modern and descriptive term. The new logo clearly references the chicken-or-the-egg, cause-and/or-effect phrase. But by giving the chicken and the egg illustrations equal weight, it answers the question of which came first: neither would exist without the other, just as the client and its filmmaker clients benefit each other. This is also evident in animation of the logo, where the symbiotic relationship is especially distinct.
