BRANDING + EXPERIENTIAL
Pride Toronto is a non-for-profit organization with a mission to bring people together to celebrate the history, courage and diversity of the LGBTQ25+ community. Uniting and empowering people with diverse sexual orientations, gender identities and gender expressions, the annual Pride festival has become a major Canadian arts and cultural event and the largest Pride celebration in North America. The identity of the campaign is rooted in the history of queerness but firmly fixed to the future, which is diverse sexuality and gender defying courage and pride. Contemporary yet nostalgic typography builds on this juxtaposition. The system embodies freedom and fluidity, both in a literal, visual sense and as a symbolic testament to the evolving LGBTQ25+ community. The Pride identity has the capacity to evolve as it grows in years to come, carefully balancing nowness and newness with a well-deserved nod to the festival’s historic beginnings.
ROLE: ASSOCIATE CREATIVE DIRECTOR, DESIGN
STUDIO: BRUCE MAU DESIGN