Title of the document

Creative Direction & Design 

Pride Toronto

Expanding the rainbow.

Pride Toronto is a non-for-profit organization with a mission to bring people together to celebrate the history, courage and diversity of the LGBTQ2S+ 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. The system embodies freedom and fluidity, both in a literal, visual sense and as a symbolic testament to the evolving LGBTQ2S+ 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.

Art Direction
Brand Strategy
Brand Identity
Graphic System
Brand Collateral

Design: Sebastian Rodriguez Besa, Robert Hasselbacher

© 2023