LDF Thread by Pentagram
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“We've created a typographic thread that expresses the purpose of what the festival is all about – creating connections throughout the London design community and beyond.”
London Design Festival’s long-standing collaboration with world-renowned design agency Pentagram, continues into 2025, with another striking graphic identity that captures the spirit and intent of the Festival. Led by Pentagram Partner Domenic Lippa, this year’s identity centres on the theme of connection and collaboration – a concept that runs deep through the Festival’s citywide programme.
At the heart of the design is a fluid, typographic thread that visually articulates the Festival’s role as a connector: of designers and districts, ideas and institutions, communities and conversations. Lippa explains. “The thread ties together creativity and collaboration, partners and projects, districts and designers – all in pursuit of collective progress,” Lippa explains.
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The identity's bold, expressive form is enhanced by the Festival’s signature red, maintaining a strong visual continuity while evolving the brand in a fresh, innovative way.
The 2025 campaign is both dynamic and versatile. The thread motif flexes and flows across print and digital platforms, adapting seamlessly to motion graphics as well as static visuals.
Since 2007, Pentagram’s design work for LDF has shaped the Festival’s visual identity with bold, intelligent concepts that reflect the evolving design landscape. This year’s graphic system continues that legacy – uniting London’s creative communities under one recognisable and impactful visual language, and celebrating the power of design to connect us all.
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