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NYC Pride is the largest and oldest LGBT pride organization. Headquartered in New York City, the organization was founded in 1984 to continue the legacy of the Pride March.
The March began a year after the 1969 Stonewall Riots, which is regarded as the genesis of the modern fight for LGBT equality.
The RSQ team was hired in early 2016 to overhaul the design and digital presence of NYC Pride ahead of its busiest time of the year, Pride Week, a massive production with 12 events across seven days bringing in visitors from around the globe.
Design is the face, voice and personality of an organization, and its digital manifestation is often the first interaction anyone will have with that organization. As such, design and user experience should reflect all of the qualities NYC Pride stands for — Equality, Celebration, Reverence and Progress.
The NYC Pride logo features prominently on the site, of course, so we felt that it should evolve as well. Our team smoothed out the letterforms on “NYC” and changed the font of “PRIDE” and “Heritage of Pride” to Gotham to help maintain readability when the logo is reduced. These seemingly small alterations give the primary mark a more contemporary feel.
During our initial design exploration, we also sketched several secondary versions of the NYC Pride logo. One such design was our “flag logo,” which modernizes perhaps the most recognizable symbol of the LGBT community with a simple, yet striking design aesthetic for which New York is known.
Our team immediately gravitated towards this design, and we built it into our brand standards for usage in collateral, merchandise and social media.
We continued our revitalization of the aesthetics of the organization by creating a vibrant look throughout the website using transitioning gradients. The energetic feel of the new site reflects the excitement people have about the positive changes NYC Pride has made for the community, and it is organized to provide immediate access to what users are looking for: event and volunteer information.
The design and website overhaul project has been a major success. NYCPride.org received nearly half a million visits during Pride Week and performed flawlessly. More importantly, according to NYC Pride managing director Chris Frederick, the work “takes us into the next generation of pride.”