EUROPRIDE 2018 - FREEDOM TO TAKE UP SPACE
| Title | EUROPRIDE 2018 - FREEDOM TO TAKE UP SPACE |
| Brand | EUROPRIDE 2018 |
| Product/Service | EUROPRIDE 2018 |
| Category |
A01. Creation of a new Brand Identity |
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Entrant
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BOLD Stockholm, SWEDEN
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Idea Creation
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BOLD Stockholm, SWEDEN
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Credits
| Oskar Lübeck |
Bold |
Executive Creative Director |
| Gia Stridbeck |
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Client Director |
| Fredrika Doré |
Bold |
Design Director |
| Gaioo Phunwut |
Bold |
Senior Designer |
| Kristian Bjureby |
Bold |
Senior Motion Designer |
| Martin Klint |
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Senior Motion Designer |
| Jonas Holm |
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Designer |
| Lilit Asiryan |
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Designer |
| Richard Feldeus |
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Designer |
| Lova Henriksson |
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Account Manager |
| Joar Lenz |
Bold |
Account Manager |
Background
The Pride movement was born in New York City in 1970 celebrating dignity, equal rights, sexual diversity and gender variance. EuroPride is a pan-European international event dedicated to LGBTI pride, hosted by a different European city each year. During the summer of 2018 EuroPride was hosted by Sweden.
Describe the creative idea
Gay Pride is about being proud. Being proud of who you are, what you look like and who you love. Proud to be seen and to take up space. The identity for EuroPride 2018 doesn’t stand in the corner – it’s bold and loud. The identity itself literally fills every surface and owns it by stretching and growing.
The original spirit of gay pride was political and had an activist character. It started as a riot. The parade was full of signs with simple words with strong messages. We wanted to keep that rebellious feeling by using simple, positive but strong typographic messages.
Describe the execution
The core element of the identity is the custom made typeface EP Sans. The idea behind the typeface was that it should adapt and react to its environment, stretching from ultra extended to ultra condensed, always filling the available space. It is a variable font that changes depending on format, interaction and viewport width. A typeface that isn’t afraid to be expressive. It is made to be both unconventional and ugly-cute. Friendly and round with its folds and flabs but at the same time strong and in-your-face, refusing to be silent.
We used the rainbow flag as our layout system, the colors expanding and compressing to hold the typographic messages. The identity appeared all over Stockholm before and during Pride week, for example on static and moving billboards, guerrilla poster campaigns, magazine ads and in social media.
List the results
The EuroPride festival in Stockholm 2018 attracted a record number of spectators. The festivals highlight - the parade - also beat all records with an estimated 55,000-60,000 participants. The visual identity was present all over the city as well as in advertising and social media. For one week it became a beacon of pride and hope for the LGBTI community.