Ally

Made for cis-people to show allegiance and normalize the trans community. The colors and sequence is based on the official trans flag using a rounded bold serif font to show softness and stability. Next to a traditionally presented version of the infamous ”don’t say gay bill” the wordmark serves to remind the audience that humanity, love and respect might supersede hate and rigidity.

2023
Brand identity
Made at Linnéuniversitetet

Process

Background

We were asked to create a concept directly adressing a pressing and urgent societal problem. In recent years the questions concerning trans rights have created a sickening debate where basic human rights are denied based upon poor and non-scientific arguments.

Solution

The result of this assignment is a way to publicly show support for the trans community in a subtle yet clear way. Creating a climate that normalizes trans rights is as much a part of this debate as protests and legislation. We (cis-people) have a responsibility as a majority to support marginalized minorities. Inaction, sometimes, is as bad as siding with the opressor.

Logotype

The soft shapes combined with a thick weight were chosen to show stability while still echoing the fluid nature of gender as a concept.

Bespoke numerals

I created a modular set of numerals to go with the cover of an annual report issued by the National Center for Transgender Equality. Each module is based on a stave or circle and combined in a way to display the trans colors on a white background.