The indie band The National hired the design agency to create a visual identity for their seventh album

Design studio Pentagram has collaborated with indie band The National for their seventh album Sleep Well Beast, creating a visual language that riffs on corporate branding. The National found the idea of an indie band hiring a large branding agency to create a full-on corporate identity for them amusing.

Pentagram shortened the band’s name to a corporate ‘Ntl.’ logotype, designed the record cover, promo materials and brand merchandise, with the addition of corporate supplies like staplers and tape. The album was recorded in a studio the band built in a former barn in Hudson, New York, which is captured in a black-and-white photo. This inspired the house-like symbol that is broken down into pieces, rearranged like code and die-cut in the album cover.

Pentagram

Design studio Pentagram has collaborated with indie band The National for their seventh album Sleep Well Beast, creating a visual language that riffs on corporate branding. The National found the idea of an indie band hiring a large branding agency to create a full-on corporate identity for them amusing.

Pentagram shortened the band’s name to a corporate ‘Ntl.’ logotype, designed the record cover, promo materials and brand merchandise, with the addition of corporate supplies like staplers and tape. The album was recorded in a studio the band built in a former barn in Hudson, New York, which is captured in a black-and-white photo. This inspired the house-like symbol that is broken down into pieces, rearranged like code and die-cut in the album cover.