London Design Festival 2018

For the twelfth consecutive year, Pentagram created the visual identity and promotional materials for the festival.

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This year’s identity pays homage to one of the iconic pieces of design that London has brought to the world: Edward Johnston’s 1916 typeface Johnston, famed for its use on London Underground.

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Pentagram designed interventions to Johnston's humanist font, fracturing the typeface and creating something ever-evolving and relatable.

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Pentagram has been working with London Design Festival since 2007 to oversee the festival's graphic identity; from the official festival guide, to posters, signage, merchandise and advertising.

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