About the project
For the 2025 edition of the London Design Festival, Domenic Lippa and his team created a new visual identity, extending their long-standing collaboration with the city’s प्रमुख design event.
This year’s concept centers on connection and collaboration, echoing the Festival’s role in uniting designers, institutions, districts, and communities throughout London. At the core of the identity is a typographic “thread,” a visual element that symbolizes these interconnected relationships.
As Domenic explains, the thread represents the links between creativity and collaboration, partners and projects, as well as districts and designers—all working toward shared progress.
While the identity maintains the Festival’s signature red to ensure continuity, it introduces a refreshed graphic language built around the thread motif. The system is designed for flexibility, adapting seamlessly across print, digital platforms, and motion.
Pentagram has been responsible for shaping the Festival’s visual identity for nearly twenty years, consistently evolving its approach to reflect changes in both the design industry and the broader cultural context. The 2025 iteration continues this tradition, delivering a unified and adaptable framework for the citywide programme.
“We’ve developed a typographic thread that captures the essence of the Festival,” Domenic adds. “It’s about strengthening connections within London’s design community and extending them beyond.”
Images courtesy of London Design Festival
