This year the London Design Festival celebrates its 20th Anniversary. Pentagram’s Domenic Lippa has been the festival’s creative director for the past fifteen of these, and each year designs a new visual identity for the event which runs for nine days across the capital.

Domenic and team’s identity for LDF 2022 reflects the amazing range of disciplines, companies, people and partners who come together every year to make the festival such a unique and memorable event. 

Described as graphic “murmuration”, the identity features thousands of numbers which come together to replicate images and data, and features LDF’s signature red, described by Domenic as “the colour of London”.

In addition to the many digital applications, the design team have designed all of LDF’s signage and printed matter—this includes a very covetable new LDF notebook produced by Pith featuring the LDF logo screen-printed in white onto a red cover, then debossed with the '20 years' pattern.

To celebrate LDF’s special birthday, Domenic and team have also designed a large-format book published in an edition of just 200, which documents the Festival’s first 20 years. The collector's edition book has four different covers, is housed in a luxe slipcase and features sixty LDF projects.

Domenic explains: "Every year we develop a graphic theme to reflect the ambitions and vision of the Festival. We work closely with the festival directors John Sorrell and Ben Evans, and this year as it’s the 20th anniversary, we wanted to celebrate this milestone with a solution that supports its success. The idea that the Festival is the sum of its parts became strong and powerful. It literally represents dozens of individual design disciplines—large and small—and this coming together allows our identity to ebb and flow itself. It’s very much in keeping with the experience of the LDF—a flock of designers weaving through London!”.