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

Date
1 July 2013

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

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About the Author

James Cartwright

James started out as an intern in 2011 and came back in summer of 2012 to work online and latterly as Print Editor, before leaving in May 2015.

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