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Stonewall’s new branding expands inclusion

Stonewall’s new branding expands inclusion

by Wishu
15 June 2021

Founded in 1989, the LGBTQ+ organisation feature a new logo, colour palette and set of fonts to reflect the modernisation and further inclusion of queer activism. 

The focus is not on being tolerated but being accepted. “Where all LGBTQ+ people of all identities experience not only equal opportunities, but equitable outcomes,” says Stonewall CEO Nancy Kelley. “Where our governments, communities, faith institutions and families don’t merely allow us to exist, but actively shield us from harm and help us thrive.”
 
London-based graphic design studio JKR has cleverly used the double L of Stonewall as an equals sign as a reminder of this message echoed by Kelley. JKR has also taken inspiration for the LGBTQ+ rainbow flag, prioritising complimentary colours for a fresh twist which allows text to stand out and thus deliver important messages. 
 
F37 Foundry has designed two new typefaces – Stonewall Loud and Stonewall Proud – which the agency says are designed to work as well on an Instagram feed as on a protest sign. 
 
In recent years, more credit and focus is being given to the trans women of colour such as Marsha P Johnson who truly pioneered the 1969 Stonewall movement. While white gay men played a crucial part in the movement, the 90s and 00s saw mainstream media favour this demographic of the LGBTQ+ community over others creating further disparities within society and the queer community. Stonewall’s rebranding modernises this and thus aims to highlight the issues faced by each letter of the acronym and the different races, cultures and religions that exist within the community as these factors are what tailor each individual queer experience. 


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