Indy Pride uplifts and empowers the LGBTQ+ community across Central Indiana through year-round programs, advocacy, education, and the annual Indy Pride Festival. What began as a grassroots gathering has become one of the largest and most impactful LGBTQ+ organizations in the Midwest, rooted in the belief that queer joy, belonging, and visibility strengthen the entire city. Indy Pride’s work extends far beyond one day or one event; it is a sustained commitment to community care, representation, and possibility.
CLIENT
Indy Pride
SERVICE
Brand Strategy
Brand Identity
Opportunity
As Indy Pride prepared for a major chapter of growth, including expanding programming, strengthening community partnerships, and elevating their year-round presence, the organization recognized an opportunity to build a brand that fully reflected its impact and aspirations. Their previous identity held meaningful visual cues, but the organization needed a more cohesive system rooted in strategy, clarity, and long-term scalability. There was an opportunity to honor the legacy of the past while creating a visual identity that was inclusive, modern, and unmistakably connected to Indianapolis. A brand that could carry the weight of Indy Pride’s history, the vibrancy of the community they serve, and the ambition of where they are headed next.
solution
We partnered with Indy Pride to develop a comprehensive brand strategy and refreshed brand identity that honors their past while positioning them for the future. Many of the key visual elements of the new logo pay homage to the previous mark, preserving the spirit of the organization while strengthening its clarity and impact. The identity now includes the full Progress Pride flag colors to ensure expansive representation; uses the Raided Premises, inspired by The Stonewall Inn; and incorporates a central star motif that ties Indy Pride back to the heart of Indianapolis and the community it serves. The resulting brand is bold, inclusive, and deeply grounded in the lived experiences of LGBTQ+ Hoosiers. It brings consistency to programming, events, partnerships, and communications, while allowing space for play, personality, and celebration.
More work
