Case Study: British Film Institute achieves a fresh, contemporary London Film Festival identity with Pentagram

British Film Institute marks the 70th BFI London Film Festival with Pentagram

The British Film Institute asked Pentagram to create a new brand identity for the London Film Festival. The challenge was to balance the festival's 70-year history with its ambition to remain at the forefront of contemporary cinema and to establish a more celebratory and accessible visual language for this public-facing event.

Pentagram developed a unique identity centered on the physical craft of filmmaking. The team created the logo by projecting colored light through physical cut-outs, a process that was then filmed. This was complemented by a new custom typeface and a fresh color palette. The resulting campaign celebrated cinema as a shared experience, capturing the energy and excitement of the festival for filmmakers and audiences.

British Film Institute