Data is being generated today at an unprecedented scale, and its potential as a tool for innovation is only beginning to be realized. Uptake is a technology startup that harnesses data science and predictive analytics to empower companies to optimize their performance. Pedro and the Pentagram team designed Uptake: Changing Lives, Reimagining Machines, Improving Cities, Revolutionizing Industries and Shaping the Future Right Before Your Eyes, a book that explores the power and beauty of predictive data.
Pedro and the team developed almost 100 new charts, diagrams and other infographics for the book, as well as a set of custom icons that are utilized throughout. These include the graphic motif of an eye, which first appears closed on the exterior slipcase, then opens in a pattern debossed on the cover of the book. The symbol nicely conveys the idea that data offers enlightenment, and variations on the eye accompany each thematic section. The custom icons complement the existing Uptake logo, which is used as an imprint on the spine.