Domenic Lippa and his team have developed the identity for the 2025 London Design Festival, continuing their long-running collaboration with London’s leading design event.

The 2025 identity focuses on the idea of connection and collaboration, reflecting the Festival’s role in bringing together designers, districts, institutions and communities across the city. At the centre of the concept is a typographic thread—a visual device designed to represent these relationships.

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

The visual system retains the Festival’s recognisable red to maintain continuity, while introducing a new graphic language built around the thread motif. Designed to be flexible, the system works fluidly across print, digital and motion.

Pentagram has shaped the Festival’s visual identity for almost two decades, creating campaigns that respond to shifts in both the design landscape and the wider cultural moment. The 2025 identity continues this approach, offering a clear and cohesive 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.”

Images courtesy of London Design Festival