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“Alchemy” :20
“Each fall, the Architectural League of New York throws a party called the Beaux Arts Ball. Each year, the location and the theme changes, and Pentagram creates a new graphic identity to promote and provide a unifying motif for the event. This year, Pentagram used typography to express the idea of transformation and change. Starting with the letter A, Pentagram used a series of interstitial steps to morph the form into L, then C and so on. Pentagram then applied the elements to tote bags, invitations, animated GIFs and a handheld flip-book that served as the event’s program.”

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