A 3D identity for London Design Festival


LDF identity


For the 15th time in a row, Pentagram is creating the identity of the London Design Festival, an event that aims to celebrate and promote London as the world design capital.

This year, Domenic Lippa, Pentagram partner and Creative Director of the festival, focuses around the “form” and launches a bold 3D typographic identity with strong contrasts.


LDF pattern


With so many locations, the attempt was to create an LDF identity that would work both on physical and digital platforms, but also in different moving environments.


LDF bag


It’s always collaborative between myself, John Sorrell and Ben Evans. I try to challenge them each year, and they encourage me to surprise them. We collectively know what we want, so the ambition is to constantly reinvent ourselves, but with a recognisable DNA thread linking each year’s campaign with the brand.”, says Domenic Lippa.



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