The logotype is focusing on two aspects of the studio - their practice, which is film, and the names of the founders - Philip and Gustav. The iconic shape of a film camera symbolises film, and the p and g in Pentagram symbolises Philip and Gustav turned towards each other. The logotype scales down to different ratios and symbols needed for their practice.
The headline typeface - Ano Bold, is chosen for its geometric character and ability to function as building blocks for the logotype. The supporting typeface is chosen to complement the over all look with a softer but still related visual expression.