Pentagram designers create title sequence for Riz Ahmed's show Bait blending Bond aesthetics with cultural identity

Pentagram partners Luke Powell and Jody Hudson-Powell designed the title sequence for Riz Ahmed's new show Bait, which premieres in 2026. The sequence riffs on James Bond iconography while incorporating British and Pakistani cultural elements. Using color filters inspired by secret message reveals and theater color scrollers, the designers created a three-second sequence that changes slightly each episode to reflect the show's themes of shifting identity. The typography features ABC Rom Mono monospace typeface set in code-like tracking, with episode titles including Urdu and Arabic definitions. The show follows an actor experiencing an identity crisis while auditioning for James Bond, described by The Guardian as "petty, narcissistic... and excellent." The designers previously created titles for the show Bloods in 2021 and were excited to work with Ahmed after watching previews of Bait. The sequence includes punchy guitars and Jorja Smith's quasi-Bond theme song. The show is produced by Amazon MGM Studios.