The Pride movement is about being proud. Proud to be seen and to take up space. The original spirit of gay pride was political and had an activist character. It started as a riot. We wanted to keep that rebellious feeling by using simple, positive but strong typographic messages.

The core of the identity is the tailor made typeface EP Sans that adapts and reacts to its surroundings: from ultra condensed to ultra extended – and that always fills the available space. It´s a variable font that changes depending on the format, interaction and display width. Made to be ugly-cute but at the same time strong and in-your-face, refusing to be silent. We used the rainbow flag as a layout system with the colours expanding and contracting to carry the typographic messages.