The original spirit of gay pride was political and had an activist character. It started as a riot. The parade was full of signs with simple words with strong messages. We wanted to keep that rebellious feeling by using simple, positive but strong typographic messages.

The core element of the identity is the custommade typeface EP Sans. The idea behind the typeface was that it should adapt and react to its environment, stretching from ultra extended to ultra condensed, always filling the available space. It is a variable font that changes depending on format, interaction and viewport width. A typeface that isn’t afraid to be expressive. It’s made to be both unconventional and ugly-cute. Friendly and round with its folds and flabs but at the same time strong and in-your-face, refusing to be silent. 

We used the rainbow flag as our layout system, the colors expanding and compressing to hold the typographic messages. The identity appeared all over Stockholm before and during Pride week, on for example static and moving billboards, guerrilla poster campaigns, magazine ads and in social media.