Logo identity design for annual arts festival in Toronto, Canada.

Luminato is Toronto’s international multi-arts, multi-platform festival and is dedicated to performance, visual art, music, theatre, dance, and other programming that cuts across traditional boundaries.

The festival has a long-standing relationship with Pentagram, with the New York office (Michael Beirut) delivering the first major redesign in 2013. In 2016, the London office (Angus Hyland) created the anniversary logo to mark the Festival’s 10th year, followed by a new logo identity the following year.

Working to the creative brief of Luminato as a connector (across art forms and borders—between artists, industries and institutions); and as an enabler (stitching together pathways and partnerships, turning artist opportunities in to realities), the new logotype is strong, elegant and dynamic. The weighty serif type provides dramatic proportions whilst the stencil forms evoke a revelealatory experience. Horizontal and vertical lock-ups allow for flexible application, with ‘TO’ (the city code of Toronto), emphasised in the vertical lock-up.

The brand roll-out was carried out by Luminato's lead designer Liz MacInnis (print) and interactive manager Seowon Bang (web), and features expressive brush strokes in Yves Klein Blue.