Designing brand reputation with John Rushworth

The craft of graphic design has changed dramatically since the 80s. Computers. The popularisation of branding. Over the past four plus decades John Rushworth, the design behemoth Pentagram’s longest serving partner, has seen it all. Despite these seismic shifts, he believes the thinking and innate human ability it takes to do truly impactful work hasn’t changed. 

Rushworth has had a huge impact on the world of design. He’s delivered graphic solutions to clients across almost every industry from Polaroid to Great Western Railway with his in-dept approach to design. Working closely with his clients, he works to draw out what it is that truly makes them who they are. Then turns them into strategically focused and visually compelling brands. He’s also had a huge impact on Vince Frost – he was his boss at Pentagram and the person who has influenced his career and design philosophy more than any other creative. 

Growing up in working class Yorkshire, he’d never heard the word design. It was a student teacher at his, “if I’m honest, pretty bad school,” who’d studied the craft that set a task to design an album cover that his eyes were opened. At age 14, he was good. At his Preston College of Art graduation show he was picked up by Conran Design Group. A year later he moved to Pentagram, just in time for their 10th birthday party. In 1987 he became the studio’s first associate and two years later was the first employee to be invited to become a partner. 

The creative has been member of the Alliance Graphique Internationale (AGI) since 1994 and a Director of the Outset Contemporary Art Fund since 2012. His work has been exhibited worldwide and has received many international awards including a gold medal at the Lahti Poster Biennale and multiple D&AD silver pencils.  

Listen in as Vince and John discuss the business of design, the impact of computers and AI on the design process, and what Vince learned working under him at Pentagram in the 90s.   

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