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Work / Graphic Design

Pentagram’s dynamic and shifting identity for a Serbian digital arts festival

In their first project at Pentagram, Jody Hudson-Powell and Luke Powell have created a brand typeface for Resonate, an international festival of music, visual and digital arts in Belgrade, Serbia. The festival aims to create a forward-looking debate on the position of technology in art and culture. “To encourage this collaborative atmosphere, the identity includes a bespoke grid, font and glyph system which can be reinterpreted to refresh the festival’s look,” says Pentagram.

The identity adopts a clean, stripped-back approach, emphasised by the references to Paul Renner’s initial designs for his 1927 Futura typeface in the font’s shapes and symbols. During Jody and Luke’s design process this allusion was fully embraced by the pair both aesthetically and in Renner’s progressive approach to design.

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Jody Hudson-Powell & Luke Powell, Pentagram: Resonate

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Jody Hudson-Powell & Luke Powell, Pentagram: Resonate

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Jody Hudson-Powell & Luke Powell, Pentagram: Resonate

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Jody Hudson-Powell & Luke Powell, Pentagram: Resonate

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Jody Hudson-Powell & Luke Powell, Pentagram: Resonate

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Jody Hudson-Powell & Luke Powell, Pentagram: Resonate

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Jody Hudson-Powell & Luke Powell, Pentagram: Resonate