Alex C. Ellison

I worked with the new transgender rights non-profit Gender Freedom Society on a new logo and starter brand guide. The design above was my personal favorite of the three directions I presented. In the research phase, we decided the brand should feel comforting, hopeful, friendly, and joyful. I used a rounded, playful, sans-serif typeface to bring joy and friendliness. The sophisticated yet whimsical color palette evokes comfort and hope. The palette began as a modern take on hues found in the trans pride and non-binary pride flags. The shape of the words also evokes a flag, representing pride and community.