For the fifth year running, Dominic Lippa and his team at Pentagram have created the extraordinarily powerful visual identity for the London Design Festival 2011. As a campaign it encapsulates the diversity of the Festival and speaks to how design approaches problems in a multi-faceted way.

Invitation to the London Design Festival.

This year's design was launched at a press conference last month and takes as its inspiration the phrase 'Design from all angles' echoing the desire of the organisers to expand the list of events and disciplines taking part. Festival Director, Ben Evans, said "This year's Festival will demonstrate the power and versatility of design across London; offering a series of quality projects that fulfill London's design credentials."


Posters for the London Design Festival.

The team created the look by printing text on pieces of paper and then folding and photographing them from different angles. The differing angles enable the 2011 festival to have a flexible identity across the whole gamut of events whilst maintaining a consistent look and feel. Once more the identity leverages its ownership of red in order to create maximum impact.

Bags with 2011 Festival identity.


T-shirt featuring 'Design from all angles' slogan.


Process behind the creation of the identity.


2011 folded and photographed to reveal its angles.