The London Design Festival is an annual event that celebrates London as a world design capital. Taking place in September, the festival is made up of over 400 events and exhibitions hosted throughout the city.

For the eleventh consecutive year, Pentagram has created the visual identity and promotional materials for the festival. As with previous London Design Festival identities, a restricted colour palette of red and white is used.

This year’s identity pays homage to the uniqueness of London’s unlikely urban beauty; represented through the use of neon, chosen for its directness and ability to convey scale. The festival's identity, which will be physically produced for the event, expresses neon's playfulness as well as its architectural and 3D qualities. Working with the photographer John Ross, Pentagram stretched the legibility of the sign — exploring various shapes, angles and expressions — with the the aim of conveying the festival's commitment to approaching design from unique directions.

Pentagram has been working with London Design Festival since 2007 to oversee the festival's graphic identity; from the official festival guide, to posters, signage, merchandise and advertising.