CASE STUDYSEGD
Navigating the Flats
DESIGN: PENTAGRAM NEW YORK
FOR MICHAEL GERICKE, A PARTNER AT PENTAGRAM NY, HIS NEW LOGO AND IDENTITY FOR SEGD (Society of Environmental Graphic Design) was a pro bono project and the client was the board of SEGD. The conversations that took place online after this new design was in place were often critical and sometimes dismissive. That happens frequently when change occurs. You’ve got to have thick skin in this business.
Gericke recalls that up until being asked to undertake this project he had not had a high regard for SEGD, regarding it more of trade group than a design guild. For him, the new logo is a signal that much about SEGD is changing, for the better, for design.
“I felt SEGD was a trade organization ...
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