Overview
The British Film Institute (BFI) London Film Festival (LFF) has introduced a new visual identity, developed in collaboration with branding agency Pentagram. This rebranding initiative aimed to distinguish the festival's aesthetic, moving towards a more tactile and hand-crafted approach. The new identity incorporates physical object construction and bespoke typographic elements to achieve its visual goals.
Research Context
The previous visual identity for the BFI London Film Festival was in use for over 12 years. The festival's leadership sought an update to its brand presentation. Tricia Tuttle, the BFI London Film Festival Director, articulated the objective to move the festival's identity forward, emphasizing a desire for a new aesthetic. The festival also aimed to increase its brand recognition and distinctiveness within the film festival landscape.
Approach
Pentagram, the agency responsible for the rebrand, employed a methodology centered on physical creation and tactile elements. Rather than relying solely on digital graphics, the design process involved constructing actual objects. For instance, the BFI logo was rendered using various materials like sand, light, and fabric. This hands-on approach extended to the creation of the festival's wordmark, which was also built using physical objects. Each letter was formed from materials such as plasticine, fabric, and sand, subsequently photographed, and then digitally edited. This method was intended to introduce a sense of craft and individuality to the visual system.
The design team also developed a bespoke typeface, LFF Screen, designed by Pentagram's Luke Prowse. This typeface is presented in three weights and includes features such as alternative characters for its 'L' and 'F' glyphs. The intention behind these alternatives is to allow for greater expressive flexibility within the typographic system. The color palette associated with the identity is described as having a 'vibrant' quality, although specific colors are not detailed in the provided information.
The visual elements, including the constructed wordmark and the BFI logo renderings, are designed to be adaptable across various platforms. The identity's modularity is intended to allow for diverse applications while maintaining a cohesive brand presence.
Findings
The implementation of the new identity resulted in a visual system characterized by its tactile qualities and handcrafted appearance. The process of physically building the logo and wordmark led to unique textual variations in the branding materials. The bespoke typeface, LFF Screen, offers typographic versatility through its multiple weights and alternate characters. The overall aesthetic is designed to be distinctive and adaptable across different media, contributing to the festival's updated brand image.
Why This Matters
The rebrand of the BFI London Film Festival represents a strategic effort to enhance the festival's visual distinctiveness and recognition. By adopting a handcrafted and tactile aesthetic, the festival seeks to differentiate its brand identity within the competitive cultural event landscape.