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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