Vancouver Pride Society is a not-for-profit organization that advocates for LGBTQAI2S+ communities while creating inclusive and celebratory events through an intersectional lens. A ten-year-old visual identity mired the organization in its past, failing to reflect an evolution of the Society’s vision and values and its mandate of inclusion for many distinct constituencies.

The new VPS visual identity is celebratory, progressive, and unapologetically bold. The focal point of the descriptive logo is the word PRIDE. Its simplicity allows the viewer a personalized interaction with the mark and avoids association with existing visual ties or symbols.

With a nod to the traditional Gilbert flag colours, the new visual identity expresses something unique by combining any two colours. The colour palette can be boundlessly expanded with different pairings, allowing endless flexibility and simplicity throughout the branding system.