BFI London Film Festival has unveiled a new identity that pays homage to the classic methods of filmmaking. Inspired by traditional film techniques, the design demonstrates the value of purposeful design, blending heritage with contemporary style.
The identity, created by Pentagram partner Marina Willer, features custom-cut letters forming the 'LLF' logo, with light projections mimicking cinema screens to create a dynamic and vibrant presence.
Willer’s team filmed and photographed the letters to give them a sense of motion, using handheld camera movements and a rotating table. The result is a refined, shape-shifting design that tells its story through subtle, considered craftsmanship.
Reflecting on the design, it's clear that BFI’s identity is a reminder that sometimes, the most impactful work comes from a return to basics, where human touch and thoughtful design stand out.
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