A bold visual identity
for one of the world’s most iconic film festivals.
The BFI‘s London Film Festival is a refreshingly different kind of festival.
It’s far-reaching, diverse and reflects London’s own belief that everyone is welcome.
This spirit led us to a new strategy and a new creative idea – Modern Heritage.
Our visual identity was inspired by a forgotten asset – the original
Norman Engleback logo sitting on the BFI’s listed building since 1954.
It was time to bring it back.
By modernizing this iconic marque, it’s not only a nod to established festival-goers,
but becomes relevant for new audiences.
This multi-disciplinary project also led to a typographic review of the brand.
The LFF logo ensures ‘Film’ has more gravitas without resorting to cliché.
Designed to be equally effective in print as it is moving and online,
this new brand identity captures the unique energy of London
as well as the diversity of the films on offer at the festival.