Cleeeever

Thank you to fabulous blog Designer's Block for alerting me to this incredibly clever new design package that now defines iconic retailer Saks Fifth Avenue. The redesign was undertaken by design firm Pentagram and the concept is brilliant. Basically the design team took one of the original script font logos, redesigned it, placed it in a box and then subdivided that box into 64 smaller squares. Those squares can then be shuffled, rotated and repositioned to create an almost infinite number of design possibilities. You can see a few in the examples above. The designers call it "recognizable consistency without sameness". how cleeeever is that. k