Playground →
Pentagram Design's nearest audiences span an unusually wide mix of subcategories — B2B agencies, podcasts, authors, journalists, websites, and magazines — with no single neighbor pulling clearly ahead of the rest. Similarity scores here measure how closely two entities' audiences resemble each other in composition; the top 10 sit within a narrow band from 0.98 down to 0.97, which is the defining feature of a flat shape.
The top 10 neighbors break down as follows: The Moth (0.98, Podcasts and Radio), Jessica Valenti (0.98, Authors), DesignObserver (0.98, Blogs), Wieden+Kennedy (0.98, B2B), Momofuku (0.98, Restaurant), Longreads (0.98, Websites), Ogilvy (0.98, B2B), Co.Design (0.97, Websites), Taylor Lorenz (0.97, Journalists), and Warby Parker (0.97, Fashion). Only three of those ten share Pentagram's own B2B subcategory — Wieden+Kennedy, Ogilvy, and, just outside the top 10, R/GA (0.97). The majority are Marketing Channels (blogs, websites, podcasts) and Celebrities and Influencers (authors, journalists), making this a distinctly cross-kind cluster. Design-adjacent properties like DesignObserver and Co.Design appear, but so do a restaurant brand, a fashion retailer, and a storytelling podcast — entities with no obvious thematic connection to a design firm.
The flat shape, combined with the cross-kind composition, points to an audience defined less by professional category than by a consistent cultural sensibility that cuts across media, commerce, and public figures alike.
