Pentagram's MAD Brand work

Two words: Or.Some.

As you might know i'm not a big fan Pentagram's work, however i'll happily take back all my snide remarks after seeing this brand work for the museum of art & design.

This is a good example of all the things i like in branding right now. it is simple, it is based on solid thinking, the rollout is creative, it is open and ecourages interaction, it is unique in its design, it is bold, it is aspirational. i love it.