Pride Toronto 2018 Festival

Pride Toronto is a non-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 Toronto festival has become a major Canadian arts and culture event and the largest Pride celebration in North America. Pride showcases Toronto on the world stage with diversity, inclusion, and vibrant creativity.

For the 2018 Pride Toronto Festival, BMD was tasked with creating a visual identity system that evolved beyond the slogan-driven approach of previous years. At its core, the 2018 Festival aimed to celebrate 35 years of AIDS Activism and to honor the communities who battle the stigma surrounding AIDS.

As part of our process, BMD explored the Canadian Lesbian and Gay Archives for photographic assets from decades past. The identity system pairs archival imagery with newer photography and features jagged rips and colours as bright as the community it represents.

The visual identity is rooted in the history of queerness but looks forward to a future celebrating diverse sexualities and gender expressions. 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 LGBTQ2S+ community.

The 2018 Pride Toronto Festival identity carefully balances vibrancy and vigor with a well-deserved nod to the festival’s historic beginnings.