Pentagram

Pentagram

Second Home

Brand identity for a creative institution and workspace that provides private studios to fast-growing technology firms and entrepreneurs.

Pentagram has designed a family of twelve logos, made of two overlapping circles
The identity is inspired by the crossovers that a shared and collaborative environment creates
The logos feature a range of colours, reflecting the diversity and energetic spirit of their members
The overlapping section of the logo represents the space where new ideas happen

The identity is inspired by the crossovers that a shared and collaborative environment creates.

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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.