The Toronto PFLAG refresh began when the previous brand identity no longer aligned with the organization’s new goals. Initially, the agency Goods & Services Branding was brought in to redesign the website. Still, as the project progressed, it became clear that the old style no longer met the organization’s needs. It looked outdated and failed to convey the community’s warmth, energy, and inclusive spirit. As a result, the project evolved into a full rebranding to ensure the image aligned with the role the organization plays for LGBTQ+ people, their parents, families, and allies.
We found the foundation for the new identity through conversations with Toronto PFLAG’s leadership and members. In stories of challenges, resilience, and joyful moments, one important theme emerged time and again: the bond between parent and child. Protection, a sense of belonging, and love became the foundation of the entire system. Building on this foundation, we created a brand that conveys the strength and warmth parents, relatives, friends, and everyone who comes to the organization for support and understanding need.
The new logo has a more cohesive and open feel. The color palette reinterprets the rainbow through simplified shades and a gradient, creating an inclusive image uniquely associated with the organization. Fonts with accessible typography and a set of custom icons support the entire system and ensure clear communication across various formats.
After launching the new style, the team addressed all key touchpoints. First, they built a website compliant with AODA, the law ensuring accessibility for people with disabilities. They chose Squarespace as the platform to make it easier for volunteers to update content. Next came PowerPoint templates for training and outreach, along with branded print materials, posters, brochures, and apparel. The final step was a design guide, which provided staff and volunteers with a toolkit for using the entire system.
The entire rebranding effort is focused on a single goal: to make Toronto PFLAG’s image as strong, warm, and open as the organization’s work itself. The new brand and website maintain a connection to the organization’s history and provide a framework for its future growth. The updated identity helps build connections, supports the theme of diversity, and establishes the organization as a respected voice in the city’s community.