A festival identity is a choreography of attention
Pentagram’s latest news highlights Marina Willer’s identity work for the London Film Festival—an instructive reminder that cultural brands must move across time, place, and media.
The Story
Pentagram’s current site highlights Marina Willer’s London Film Festival identity among its latest press features, alongside other cultural identity projects. ([pentagram.com](https://www.pentagram.com/?utm_source=openai))
Festival branding is a useful design problem because the identity must be recognisable before the programme is known, flexible enough for many films, and energetic enough to make the calendar feel like an event.
The takeaway is to design the rhythm, not just the mark: how the system behaves in listings, trailers, tickets, signage, social crops, and the physical arrival experience.
Studio Wensday Angle
Design the sequence of encounters around the identity.