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    Pentagram: Luminato Festival identity

Graphic Design: Pentagram give new life to a Canadian festival of culture

Posted by James Cartwright,

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!

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    Pentagram: Luminato Festival identity

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    Pentagram: Luminato Festival identity

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    Pentagram: Luminato Festival identity

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    Pentagram: Luminato Festival identity

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    Pentagram: Luminato Festival identity

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    Pentagram: Luminato Festival identity

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    Pentagram: Luminato Festival identity

Jc

Posted by James Cartwright

James started out as an intern in 2011 and is now one of our two editors. He oversees Printed Pages magazine and content wise has a special interest in graphic design and illustration. He also runs our online shop Company of Parrots and is a regular on our Studio Audience podcast.