Pentagram

Pentagram

Milly

Identity and packaging for the label by fashion designer Michelle Smith.

Brand standards manual.

The mark is built around the symmetrical architectural forms of the letter M, balancing the strong bones and geometry of the letter with a series of fluid, organic curves and shapes.

Window displays at the Milly boutique in New York.
The new logotype on store awnings in New York.
The logo can be used in patterns on wrapping paper.
The identity has been applied to a full range of collateral.
Fall show invite.
Spring show invitation.

The liquid curves of the logo are juxtaposed by the logotype, which is set in Neutraface, a geometric sans serif typeface that is closely associated with mid-century Modernism, one of Smith’s historical influences.

Clothing tag.
Digital look book.
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Retrospective: London Design Festival

London Design Festival has been an annual celebration of the power of creativity for over 20 years. Since 2008, Pentagram partner Domenic Lippa has served as the LDF’s creative director, responsible every September for the design of a new visual identity. By inventively remixing a few key elements — typography, a signature red (“the colour of London”), and LDF's simple monogram — the program unifies hundreds of events while reaffirming London’s status as a global design capital.
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Retrospective: London Design Festival

London Design Festival has been an annual celebration of the power of creativity for over 20 years. Since 2008, Pentagram partner Domenic Lippa has served as the LDF’s creative director, responsible every September for the design of a new visual identity. By inventively remixing a few key elements — typography, a signature red (“the colour of London”), and LDF's simple monogram — the program unifies hundreds of events while reaffirming London’s status as a global design capital.