Backstory

When we set out to redesign St Pete Pride, our goal was to develop a brand that was not only iconic, but also paid 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

Dash created a brand for St Pete Pride that has become impactful through the organization’s marketing campaigns. Their ongoing work with the organization through various creative designs and online campaigns enabled St Pete Pride to be recognizable on a global level for the LGBT community.

Eric Skains, Executive Director, St. Pete Pride 2014-2017

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.