Luke Powell
Designer · Creative Director · Partner
10 articles · Mar 2018 — Mar 2026
Quotes
“The Ubin has been part of Zeff's story from the beginning, so referencing its form in the logo felt like a natural way to anchor the brand.”
“There's no need to shout about sustainability with leaf motifs or earthy textures.”
“It’s not unusual that there is a tussle between the conceptual and functional needs of a brand.”
“Before we design anything we need to understand how the brand is experienced by customers.”
“Systemising for systemisation’s sake.”
Articles & interviews
- Pentagram brings shifting identity to life in titles for Riz Ahmed's Bait
Creative Boom · Mar 30, 2026
Pentagram’s London team, led by Luke Powell and Jody Hudson-Powell, created a dynamic title sequence for Riz Ahmed’s new Prime Video series 'Bait'. The design uses colour filters, motion, and typographic layering to explore shifting identity and perception, mirroring the show’s themes of cultural expectation and self-image. The restrained yet conceptually rich approach reflects Pentagram’s ability to translate narrative ideas into visual systems.
- Jobs: Mid-weight Designer, Pentagram
BP&O · Jan 26, 2026
BP&O announced a job listing for a Mid-weight Designer position at Pentagram’s London office, led by partners Luke Powell and Jody Hudson-Powell. The role seeks a designer skilled in brand design, typography, and motion, joining a collaborative team of producers, designers, and motion specialists. The posting highlights Pentagram’s focus on conceptual thinking and evolving brand identities.
Pentagrambranding - New Logo & branding for TwelveLabs by Pentagram
BP&O · Apr 21, 2025
BP&O’s Richard Baird reviews Pentagram’s new brand identity for AI video company TwelveLabs. Designed by Jody Hudson-Powell and Luke Powell, the work uses gradients, motion, and 3D data blocks to express the company’s technology that ‘watches’ and understands video. The identity blends conceptual depth with visual dynamism, reflecting both technological sophistication and human creativity.
- Pentagram's Rebrand Positions Zeff as Leader in Sustainable Design
Creative Boom · Mar 11, 2025
Pentagram’s Luke Powell and Jody Hudson-Powell have rebranded Zeff, a Bristol-based sustainable product company known for its 100% recycled Ubin bin. The new identity balances technical precision with human warmth, using a clean, industrial palette accented by natural tones and motion-led renders. The rebrand positions Zeff to expand from B2B into consumer markets while reinforcing its design-led sustainability ethos.
- Alice Sherwin: Writing Fundamental to Her Pentagram Design Approach
The Brand Identity · Mar 10, 2025 · Interview
The Brand Identity’s interview with Pentagram senior designer Alice Sherwin explores her writing-led approach to design, her journey from junior to senior designer, and her dual practice between Pentagram and Studio Ground Floor. She discusses her role in the Channel 4 rebrand, her editorial work on Pilot and TYPEONE magazines, and how writing underpins her conceptual process.
- The Pentagram team behind Channel 4’s masterbrand give us an in-depth tour of the extensive project
The Brand Identity · Aug 18, 2023 · Interview
The article is an in-depth interview with Pentagram’s team about their comprehensive rebrand of Channel 4. The team discusses the conceptual framework of the ‘traveller’ 4, the principles-based system guiding the brand, and the importance of motion in creating a cohesive identity across broadcast, streaming, and digital platforms. The project re-establishes the iconic ‘4’ logo at the heart of a unified masterbrand system.
- New Brand Identity for Cohere by Pentagram
BP&O · Jun 29, 2023
Pentagram’s London partners Jody Hudson-Powell and Luke Powell created a new brand identity for AI platform Cohere, emphasizing a balance between technology and nature. The rebrand includes a custom type system, logo, website, and digital tools built around the concept of 'new nature' and Voronoi-inspired patterns. The result is a vibrant, fluid identity that stands apart from typical tech branding tropes.
- Presented by Brandpad: how to systemise a brand, featuring Pentagram, How&How and Studio Blackburn
The Brand Identity · May 11, 2023 · Interview
The Brand Identity’s interview, presented by Brandpad, explores how leading studios Pentagram, How&How, and Studio Blackburn approach the systemisation of brand identities. Designers Luke Powell, Luke Scott, and Mark Jones discuss strategies for building consistent, scalable, and user-friendly brand systems that balance creativity with practicality. The conversation highlights the importance of usability, flexibility, and long-term thinking in brand guideline creation.
- Pentagram’s rebrand of Frieze brings the multifaceted company together with a bespoke type family
The Brand Identity · Feb 18, 2021
Pentagram partners Jody Hudson-Powell and Luke Powell led a comprehensive rebrand of Frieze to unify its publications and global events under a cohesive typographic system. Collaborating with Berlin-based studio NaN, they developed a bespoke type family that balances editorial sophistication with visual consistency. The new identity refines Frieze’s presence while maintaining focus on the art it represents.
- New Graphic Identity for London Fashion Week by Pentagram
BP&O · Mar 12, 2018
BP&O reviews Pentagram’s new graphic identity for London Fashion Week, London Fashion Week Men’s, and London Fashion Week Festival, created under partners Jody Hudson-Powell and Luke Powell. The identity explores the theme of discovery through typographic interplay between Ogg and custom lettering, balancing heritage and modernity across print and digital applications. The article praises the conceptual depth, material sensibility, and unified yet distinct visual systems for each event.