PFLAG
Branding & Website

Brand refresh for the nation’s first and largest organization focused on supporting and advocating for LGBTQ+ people

Role
Lead Brand Designer

Agency
Teal Media

Website Design
Katy Hinz

Founded by Jeanne Manford and her gay son, Morty, PFLAG has a 50-year story rooted in family, community, and a deep commitment to leading with love.

When it became clear that PFLAG’s brand and website did not keep up with the people-powered progress of its hundreds of chapters and more than 325,000 members, they reached out to Teal for support. 

In the words of the PFLAG team, “Love is what brings people to PFLAG. It urges and inspires us, empowers us, and rouses our courage. In every sense, PFLAG is always leading with love.”

The visual identity flowed naturally from this insight: an iconic heart in the megaphone-like “A,” a distinctive sans serif type, and a memorably strong mark that pairs with myriad backgrounds, photos, and color treatments.

The rich history of PFLAG informed the 'modern historic' vibe of the rebrand

The tagline features the primary brand font, inspired by typography from protest posters of years past

A more condensed version of the tagline was encased in a heart shape

The brand pattern combines
the logo with tagline in a repeating fashion

The vivacity of the brand shined through a mix of charismatic typography, bold energetic colors, and authentic photography. A loud and proud historic brand was reinvigorated through a look and feel that was equally modern and bold.

PFLAG had hundreds of regional chapters around the United States. We needed to give chapters flexibility to creatively customize and express themselves, while still feeling like a part of the national PFLAG brand.

Chapters logos consisted of the national PFLAG logo + regional name underneath. This formula helped keep the branding consistent overall. Each chapter also had a circle badge, featuring the PFLAG tagline and their location within their respecive state. 

Custom regional icons were also created, allowing chapters to inject even more personality into their designs.