Vancouver Pride Society


Vancouver Pride Society is a not-for-profit organization, that is an advocacy and celebration platform for LGBTQAI2S+ communities in Vancouver and beyond. The Vancouver Pride Society strives to provide inclusive and celebratory events for the LGBTQAI2S+ community through an intersectional lens.

Challenge and Opportunity

After 10 years with a visual brand identity associated with who the organization used to be, Vancouver Pride Society decided a rebrand was necessary to:

1. Communicate a change in vision, values and mandate
The organization recently refreshed its vision, values and mandate to reflect a change in leadership and focus. From Discovery and conversations with the VPS team, the Board and community input, Carter Hales had a sense of who the organization has been, who it is now, and who it needs to be moving into the future.

2. Open up to the diverse communities it serves
Vancouver Pride Society exists not for a single, easily-defined community, but for many different communities who have their own unique priorities and face unique challenges. The common thread is that these are folks whose sexual orientation and gender identification marginalizes them in the wider community.

Based on VPS’ new mandate to increase diversity and inclusion, not only within the organization through their team and Board make-up but with their initiatives, events and partnerships, the visual identity needs to be as open and inviting as to all of VPS’ diverse communities, who bring their own perspectives and associations to symbols and colours.

3. Better convey why VPS exists
The Vancouver Pride Society exists to be: an activator of space for celebration (events) and a lightning rod (advocacy). These two roles are essential to understanding what the Vancouver Pride Society does. VPS’ third, lesser-known but also important role: be a beacon (a connector to resources) for those in the communities they serve.

With all of this in mind, it was also understood that while Vancouver Pride Society operates out of Vancouver, and appreciates the city’s association with natural beauty and a world-class Pride festival, its location is secondary to the most meaningful part of its name: Pride.


The outcome of the rebranding process is a visual identity that is unapologetically bold and honest.

The focal point of the descriptive logo is the word PRIDE. Its simplicity allows the viewer to see whatever they need to in the mark and aims to keep away from any association with existing visual ties or symbols.

With a nod to–but not limited by– the traditional Gilbert flag colours, the visual identity is able to express something new with every combination of two colours. The colour palette can be boundlessly expanded with different colour pairings. This allows for endless amounts of flexibility and simplicity throughout the branding system.

All elements combined, Vancouver Pride Society’s new visual brand identity is celebratory, powerful, quirky and represents change for the organization–and their mission to change society for the better.

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