Stonewall's new identification foresees a extra activist future
The identity is intended to help Stonewall – which was founded in 1989 – continue to fight for the rights of LGBTQ + people as the organization's work has become more complex recently.
Over the years the organization has advocated equality in marriage, adoption, and inclusive education – but now it is facing increasing intolerance. While the battle for adoption is still very much on the agenda, Stonewall's updated branding reflects a move towards a more active role.
“We envision a world where all LGBTQ + people of all identities achieve not only equal opportunities but also fair outcomes,” said Nancy Kelley, CEO of Stonewall. "Where our governments, communities, faith institutions and families not only allow us to exist, but actively protect us from harm and help us thrive."
JKR, who worked on the project with Zweckberatung Revolt, replaced the previous Stonewall word mark and star motif and created a logo that uses the double L of the organization name as an equal sign and an up arrow. The agency says this is partly inspired by the neon sign of the Stonewall Inn – the site of the 1969 Stonewall riots in Manhattan that kicked off the gay rights movement.
Two new custom fonts designed by F37 Foundry have been introduced – Stonewall Loud and Stonewall Proud – which are suitable for both an Instagram feed and a protest sign, according to the agency. Finally, JKR has updated the Stonewall color palette, taking inspiration from the rainbow flag but adding a "modern twist" by using complementary colors that can be mixed and matched for different branding applications.
According to JKR, the branding is meant to "help make Stonewall look and sound like a leader," and it does indeed feel far more sophisticated than its previous identity. It gives the organization's branding a defiant, inflammatory scream – something that feels necessary when we face a wave of homophobia and transphobia around the world.