PFLAG Canada Launches New Brand Identity

6/26/2017

Work

by Cossette

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. 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.

Louis Duncan-He, PFLAG Canada’s National Director of Marketing

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.

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.