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Pentagram

London Design Festival 2018

Brand Identity

This year’s identity pays homage to one of the iconic pieces of design that London has brought to the world.

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 twelfth consecutive year, Pentagram 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 was used.

This year’s identity pays homage to one of the iconic pieces of design that London has brought to the world: Edward Johnston’s 1916 typeface Johnston, famed for its use on London Underground. Pentagram designed interventions to Johnston's humanist font, fracturing the typeface and creating something ever-evolving and relatable. The resulting identity is playful and democratic, reflecting the nature of the Festival itself.

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.

Office
London
Partner
Domenic Lippa
Project team
David Bhalla
Lily Smallwood
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