Today we at FORMA were lucky enough to be visited by the lovely Eva Green of Pentagram, New York.  She brought us some amazing gifts in the form of three books: “Pentagram” (or, as it’s often called, “The Pentagram Bible”), “Pentagram Marks,”  and “Pentagram Papers 40.”   Anyone in the branding business will tell you these books aren’t widely distributed — in fact, they are pretty hard to come by…so we feel privileged to have our own personal copies!

There has always been a close link between literature and branding.  First, and most obviously, both rely upon the use of word-manipulation to create a certain impression.  Different words convey subtly distinct shades of meaning, and in both forms, interact with the reader in a pre-calculated way.  Secondly, literature is a shared cultural phenomenon – and effective brands often mine this collective aspect to gain access into the hearts and heads of their target audience.  In this vein, certain authors and texts work better for branding, and are referenced over and over again by companies looking to reach consumers.   One such example is Argentine author Jorge Luis Borges.

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