The endlessly busy folks over at Pentagram have just completed a new identity for Luminato, a 10-day celebration of music, theatre, dance, visual arts, literature and film in Toronto. The Pentagram team were brought in, under Michael Bierut’s guidance, to transform a previously lacking piece of branding into a more cohesive whole that can be rolled out with subtly different iterations for years to come.
The previous Luminato identity had a distinctly cinematic theme; posters depicting a sprawling illustrated metropolis beneath a burning sunset formed the centrepiece of a corporate-looking campaign, heavily and confusingly dominated by the logo of the event sponsor L’Oreal. Pentagram have replaced this with a simple piece of distinctive branding, using a flexible grid and a number of bright colours across all print collateral, tying the campaign together visually but maintaining sufficient variety for each poster and flyer to feel fresh and unique. There’s also a greater emphasis placed on the performers and artists themselves, using photography in a more logical fashion than their predecessors. Shame it’s in Toronto really, otherwise we’d be there like a shot!
- Hello and welcome to the new look It’s Nice That
- Sweet, surreal still lifes by Paris-based Clotilde Viannay
- We ask some established creatives what they wish they'd learned at art school
- Embracing the uncanny with photographer Nadia Lee Cohen (NSFW)
- Music's slick, dark designs for British Fashion Council annual review
- Wonder Room shows how to adapt posters designed for print for online
- Yolanda Dominguez asks kids to describe what they see in fashion campaigns
- Street photography shot on an iPhone during fake phonecalls by Jay Giampietro
- Tokyo 2020 Olympic and Paralympic logos unveiled
- Should creatives ever accept unpaid work? We ask some seasoned experts
- Illustrated campaign for Volkswagen uses parents lying to children as a metaphor
- We get a sneak peek of TASCHEN's new book documenting 50 years of Pirelli