Source: http://new.pentagram.com.License: All Rights Reserved.

From Domenic Lippa and Pentagram:

"… The theme for this year was an obvious decision considering it is the Festival's tenth year. As with previous years we collectively agreed on a strong and bold execution of the theme by just concentrating on different ways of saying 10 – whether by using the numerals, symbol or the word itself"

To reinforce the message that this marks a decade of success, Lippa and his team chose a strong typeface, Poplar, translating it into London Design Festival's iconic red and white.

Source: http://new.pentagram.com.License: All Rights Reserved.

Source: http://new.pentagram.com.License: All Rights Reserved.

Source: http://new.pentagram.com.License: All Rights Reserved.

Source: http://new.pentagram.com.License: All Rights Reserved.