St. Pete Pride

When we set out to redesign St Pete Pride, our goal was to develop a brand that was not only iconic, but also payed tribute to the beautiful and diverse city of St. Petersburg, Florida. We began by asking the board members of St Pete Pride to use adjectives, imagery, and other descriptors to illustrate the organization’s mission.

"The purpose of St Pete Pride is to promote unity, visibility, self-esteem and a positive image of and among the lesbian, gay, bisexual and transgender (LGBT) community of Tampa Bay and throughout the State of Florida by way of cultural and educational programs and activities."

- The mission of St Pete Pride


Early on in our developmental discussions, it became very apparent that we could not define the LGBT community by a label, race, religion or other socioeconomic indicator as it could only identify itself by its individuality.

The St Pete Pride board is made up of individuals who have different sexual orientations, ethnicities, backgrounds, religions, and personalities but who most importantly, serve the community with a commitment to bring people together. We believe the new logo and branding connects that vision of inclusivity by purposefully not defining anyone, and rather, paying tribute to their city and mission.

Through that discussion, we concluded that the symbol should be progressive, distinguish them from other pride organizations and, most importantly, honor their mission of unity. We incorporated the following ideals within the logo and throughout all of the print and web collateral to work as a unified system.

  • The hexagonal shapes pay tribute to the colorful pavers which originally lined the streets of St. Petersburg’s Old Southeast Neighborhood, dating back to 1914. (Read more about the pavers here.)
  • The 6 points of each hexagon represent the 6 colors displayed on the LGBT rainbow.
  • Lowercase letters represent uniqueness, familiarity, and equality between the LGBT community whereas capitalization represents social dominance.
  • We omitted the period from the abbreviated word Saint because, like those who form the community, nothing nor anyone should be labeled definitively.
  • Conjoining hexagons, like a venn-diagram, show commonality between differing opinions and groups, as well as symbolically represent wedding bands.
  • The color "Bay Teal" was selected and named to pay tribute to the beautiful landscape engulfing St. Petersburg.
  • The diagonal shapes on our print collateral and new website are always presented on an upward incline to symbolically represent the uphill social struggles and stigmas the LGBT community and its allies face while supporting our cause.
  • The home page of the new website purposefully breaks its grid to represent the nonconforming LGBT community.