A frame can be a flexible identity, not a fixed border
Pentagram’s identity for London Design Festival 2026 uses an invisible frame as a changing device that foregrounds the work of participating designers.
The frame acts as a consistent idea while the content inside it keeps moving.
The Story
The 2026 London Design Festival identity is built around “Framing LDF”: a visual framework that can sit over different imagery, or work without imagery at all. The system keeps the festival’s signature red while allowing each application to feel distinct. ([pentagram.com](https://www.pentagram.com/work/london-design-festival-2026?utm_source=openai))
It is a neat answer to a common identity problem: how to stay recognisable without making every communication look identical. The frame is not the artwork; it is the condition that lets many artworks belong together.
For Studio Wensday, this is a useful creative-direction prompt. Instead of asking for a logo that appears everywhere, ask what recurring behaviour, crop, container, rhythm, or editorial gesture could make a whole programme feel like one world.
Studio Wensday Angle
Design the rule that gives variety a home.