PFLAG Canada Launches New Brand Identity | Cossette

PFLAG Canada Launches New Brand Identity


PFLAG - Logo

PFLAG Canada rallies support with new ‘Family For All’ identity for anyone and everyone facing challenges on the road to coming-out

PFLAG Canada, Canada’s largest national non-profit peer-to-peer support organization founded by parents who wished to help themselves and their family members understand and accept their non-heterosexual children, has unveiled a new brand positioning and identity.

The new position marks a new era for PFLAG, one that not only includes the families of gays and lesbians, but anyone affected by the challenges of the coming-out journey.  

“The definition of families has changed so much since PFLAG began in 1972 and we needed to craft a new positioning, unifying the organization around ‘Family for All’ because of the increased complexity of identity and family” Says Louis Duncan-He, PFLAG Canada’s National Director of Marketing. “We’re thrilled with our new strategic positioning because PFLAG has always been about family, and by re-examining how the word family has evolved since our inception, we were able to seamlessly position ourselves as a group that aims to help everyone in the LGBTQ+ community.”

Today, PFLAG is a collective of parents, families, friends, advocates and allies united to support each other.  As the PFLAG audience becomes more complex, the need for a simplified beacon of support is more important than ever.

Alongside the positioning, a new identity, developed with creative agency Cossette Vancouver, was designed to visually communicate PFLAG as a ‘Family for All’ with support, love, acceptance and inclusivity. It looks at all existing gender symbols and removes everything but what’s at the core of each: the circle. By removing the gender attributes, a simple symbol representing all humanity together is left.

“This simple, easy to understand logo mark strengthens PFLAG’s position as a ‘Family for All’ and represents a close-knit group of individuals from all walks of life,” says Michael Milardo, Executive Creative Director at Cossette Vancouver.

To kick-off the launch of the new identity, a toolkit was created for those marching with PFLAG during the 37th annual Pride Parade in Toronto. T-shirts, banners, signs and postcards all presenting the new visual were on display as members joined the huge crowds who walked in the largest Pride celebration in North America.

The new identity will be used for 53 PFLAG chapters across Canada, in English and French.

About PFLAG:

PFLAG Canada is proud to be Canada’s only national organization that offers peer-to- peer support striving to help all Canadians with issues of sexual orientation, gender identity and gender expression.

We support, educate and provide resources to anyone with questions or concerns. We promise to offer local, practical, and emotional peer-to- peer family support for individuals and their loved ones challenged by gender/sexual identity.