Continuing their longstanding collaboration with London’s leading design event, Domenic Lippa and his team have created the identity for the 2025 London Design Festival.

This year’s identity centres on the theme of connection and collaboration, reflecting the Festival’s role in linking designers, districts, institutions and communities across the city. At the core of the design is a typographic thread, a visual device that represents these connections.

“The thread ties together creativity and collaboration, partners and projects, districts and designers, all in pursuit of collective progress,” explains Domenic.

The visual system retains the Festival’s signature red to ensure continuity, while introducing a new graphic language built around the thread motif. Designed for versatility, it adapts seamlessly across print, digital and motion.

Pentagram has shaped the Festival’s visual identity for nearly two decades, developing campaigns that respond to shifts in the design landscape and the cultural moment. The 2025 identity continues this approach, presenting a clear and unified system for the citywide programme.

“We’ve created a typographic thread that expresses the Festival’s purpose,” Domenic adds. “It’s about building connections across the London design community and beyond.”