Pentagram leads the new era of craft
Pentagram, renowned for its exceptional design work and widely regarded as one of the most admired agencies in our field, has consistently exemplified creativity and innovation. The marriage of precision, artistry, and a deep respect for traditional design principles is evident in their work. Thus, when they chose to integrate Midjourney, a generative AI tool, into the creation of a public-facing government website, it was more than just a technical decision—it was a cultural statement.
And Paula Scher stands behind it.
“My argument about this, and where the differential is, is that the definition of design in the dictionary is ‘a plan,’” says Scher. “We created a plan, and it was based around the fact this would be self-sustaining, and therefore was not a job for an illustrator. If someone else wants to draw 1,500 icons every other week, they can do that,” she follows a few beats later. “We will use the best tools available to us to accomplish the ideas we have.”1
For many, this choice felt jarring. Designers who have long viewed AI as a threat to craft—a shortcut that devalues the labor, skill, and intuition of human creators—found themselves face-to-face with the reality of what this technology can achieve. Yet, instead of AI replacing craft, Pentagram showed us exactly how it’s done right, given the current capabilities of generative AI tools.
A beloved agency leads the way
Pentagram’s decision to embrace generative AI holds a mirror to the industry. This isn’t an obscure tech company or experimental start-up testing the boundaries—it’s Pentagram, a global leader whose identity is rooted in craft. They’re not abandoning their values; they’re extending them, leveraging AI as a partner in the design process.
For the new government website, Pentagram used Midjourney not to sidestep the human touch but to complement it. They shaped the AI’s outputs, guided its visual interpretations, and curated its results with the same discerning eye they’ve always applied. Rather than replacing human creativity, AI became a tool for amplifying it, creating work that aligns with Pentagram’s legacy of excellence.
Here’s their own documentation of the process:
Much like digital photography once allowed for rapid iteration and greater creative experimentation, AI tools like Midjourney provide designers with a way to explore new visual landscapes. Pentagram’s use of AI isn’t a shortcut—it’s a demonstration of how this technology can complement human ingenuity. The new government website’s design, for instance, was shaped by AI’s ability to quickly interpret and execute ideas in ways that might take a team of humans significantly more time. The human designers weren’t replaced; they directed, curated, and refined the results.
Yet, resistance to this shift is valid and necessary. Questions about the ethics of using AI-generated images, trained on the unlicensed works of countless artists, are critical. These debates force the industry to grapple with the consequences of its tools, just as it did when digital tools began to erode the technical barriers that once defined mastery in photography, music production, and even filmmaking.
The pushback
As I expected, many designers are struggling to reconcile this shift and are openly expressing it on social media. For years, AI has been framed as a threat: a faceless, soulless entity poised to take over our jobs, dilute our craft, and undermine the hard-won skills that define design as a discipline. This narrative breeds fear, and fear breeds resistance.
But Pentagram’s use of AI challenges that narrative. Yes, AI can replicate certain aspects of craft—textures, shapes, even styles—but it can’t replace the nuanced decision-making, conceptual depth, or emotional resonance that human designers bring to their work. Instead, it offers a new way to engage with creativity, one that challenges us to rethink our processes and redefine what it means to be a designer in a world where tools like Midjourney exist.
This moment isn’t unique to design. When digital photography emerged, it caused an uproar in the world of professional photography. Purists argued that the medium lacked the authenticity and craftsmanship of film. Even celebrated photographers like Annie Leibovitz, who built her reputation on her mastery of film, faced scrutiny when she adopted digital tools.
Leibovitz, however, didn’t view digital photography as a threat. She saw it as an opportunity. The transition enabled her to explore new creative avenues, experiment with instant feedback, and achieve results that would have been impractical or impossible with film. Her embrace of the technology helped to normalize it for the industry and redefined what high art could look like in the digital age.
Pentagram is playing a similar role in design. They are showing us how a tool often dismissed as a shortcut can, in the hands of skilled practitioners, enhance rather than diminish the craft.
A call to curiosity
It’s time for the design community to recognize where we are. The technology is here, and it’s not going away. For awhile now, I have believed that instead of resisting, we should get curious. What can AI offer us as creatives? How can it expand the boundaries of what’s possible in design? How can we, like Pentagram and Leibovitz, wield it responsibly, thoughtfully, and in ways that honor the principles of craft?
Pentagram has shown us a path forward: one where technology and craft coexist, where human designers remain at the helm, and where innovation is embraced, not feared. They’ve reminded us that the tools we use don’t define our creativity; the way we use them does.
As designers, we have a choice. We can cling to our existing approaches, insisting that our craft must remain untouched by new tools. Or we can embrace this moment, recognizing it as an opportunity to evolve, to expand, and to redefine what it means to create.
https://www.fastcompany.com/91240809/pentagram-partner-paula-scher-unapologetically-defends-using-generative-ai