Creative Action | A Decade of Design
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A Decade of Design

Pentagram and the visual identity of the London Design Festival

TAKING INSPIRATION from Eames’ belief that design is in the details, Pentagram has created its tenth identity for the London Design Festival.

The London Design Festival is an annual event that celebrates London as a world design capital. Taking place in September, the festival is made up of over 400 events and exhibitions hosted throughout the city.

For the tenth consecutive year, Domenic Lippa and team have created the visual identity and promotional materials for the festival. As with previous London Design Festival identities, a restricted colour palette of red and white is used.

This year’s identity is inspired by Eames’ belief that the details make the design. The London Design Festival’s title is used as the basis of the graphic solution and has been zoomed into at several points. This focus on the minutiae reveals the negative spaces and elegant swashes of the characters themselves.

London Design Festival 2016 is taking place between 17-25 September. Details of events, exhibitions and more can be found here.
the wonderful thing about type is when you use it in such a large scale and then crop it, you are often left with wonderful positive and negative shapes which have come out of the individual letterforms. The result is unmistakably ‘London Design Festival’ but introduces an element that is engaging and playful as well as being classic and modern.

Domenic Lippa – Renowned Designer & Partner at Pentagram