BASIC/DEPT® 2024
Creative direction and visual design for Google’s refreshed Pride initiative. Previously, the primary visual identity was a rainbow gradient. We felt that the gradient wasn’t portraying Google’s sense of belonging that is represented in their products and services. The goal was to make this refresh feel welcoming for all and help educate on the history of Pride.
Inspired by the riot’s anniversary in 1970, where demonstrators carried flowers in solidarity and marched through Greenwich Village, our visual motifs were inspired by those flowers: carnations, violets, pansies, roses, and lavenders. The 1970 march was what historians consider the first LGBTQ+ pride march.
(ARCHIVED WORK)On a scale of mild to wild, these were in the wild category for Google, but we wanted to challenge the creative and see where we could push. In this exploration, we wanted to mimic that fuzzy feeling of love and growth.
Agency:
BASIC/DEPT®Role:
Senior Designer
Contributors:Paul Capilli, Krystal Cruz, Jeff Lupinski, Matt Eganhouse, Seoryung Kim, Andrew Couch