MIDJOURNEY x PENTAGRAM: A MISSED OPPORTUNITY?
At House of gAi, we’re always here to stir the creative pot. Pentagram’s collaboration with MidJourney on the Performance.gov branding project was bold, but did it reach the heights we expect from AI-driven creativity? Let’s explore why some see it as a step forward—and others see it as a missed opportunity to push boundaries.
THE PROJECT: GOOD BUT NOT IMPOSSIBLE
For Performance.gov, a platform that tracks government performance and transparency, Pentagram aimed to create a visual identity that felt innovative yet approachable. Designers kicked things off with hand-drawn illustrations rooted in organic forms—classic Pentagram craftsmanship. But here’s the twist: they enlisted MidJourney to generate variations and expand the visual language.
The outcome? A dynamic brand identity that marries humanity and high-tech precision. See the project in detail on Pentagram’s website.
While the branding is clean and effective, it feels like it stopped short of delivering the full promise of AI: creating the impossible. Imagine AI being used not just to refine visuals but to envision designs that completely defy traditional methods. That’s where we think the real magic lies.
INDUSTRY BUZZ: A SAFE MOVE OR MISSED OPPORTUNITY?
The design world has been buzzing across platforms like Reddit, LinkedIn, and X (Twitter). The reactions are as varied as the design industry itself:
AI is a teammate, not the captain. Pentagram nailed it here. AI isn’t replacing creativity—it’s amplifying it. This is collaboration at its best.
— Jody Hudson-Powell, Pentagram Partner, via LinkedIn
This is solid work, but where’s the magic? AI’s role here feels more like a productivity hack than a creative breakthrough. Shouldn’t AI be stretching what’s possible?
— @DesignTalksCritic on Reddit
The creative spark? That’s all human. AI can’t deliver the emotional depth or storytelling we bring to the table. Pentagram just showed us how to balance it right
— Tom Folds, Designer, on X
WHY AI SHOULD BE ABOUT THE IMPOSSIBLE
AI tools like MidJourney can generate surreal, otherworldly visuals in seconds—designs that challenge conventions and open new doors for storytelling. That’s where the promise of AI truly lies:
CREATING NEVER-SEEN-BEFORE VISUALS: AI can dive into multi-dimensional patterns, generative art, or algorithmic designs that humans can’t intuitively conceive.
INVENTING FUTURE-FORWARD IDENTITIES: For a project like Performance.gov, AI could have showcased a bold, futuristic vision of governance.
CHALLENGING DESIGNERS TO DREAM BIGGER: Let AI lead the way into unexpected visual territories, with designers acting as interpreters and collaborators.
Pentagram’s work, while polished, feels like it leaned on AI for refinement rather than revolution. That’s fine for now—but should we aim higher?
WHAT DO YOU THINK?
We’re throwing this to the House of gAi community:
SHOULD AI PROJECTS AIM TO RECREATE OR REIMAGINE?
HOW CAN WE AS CREATIVES LEVERAGE AI TO GO BEYOND THE “POSSIBLE”?
IS IT BETTER TO PLAY IT SAFE WITH AI OR RISK CREATING SOMETHING TRULY AVANT-GARDE?
Drop your thoughts in the comments or tag us on Instagram (@houseof_gai) or TikTok (@house_of_gai). And if you’re ready to master AI’s potential, check out our AI for Branding Course—where we explore how to make the unimaginable tangible.
DIVE DEEPER
EXPLORE PENTAGRAM’S FULL PROJECT: Performance.gov Branding
WATCH AI IN ACTION: How I Design Professional Brands with MidJourney
Let’s make AI work for creativity, not just productivity. The future is too exciting to settle for anything less than mind-blowing.