A new identity and complete graphic system created for LA Pride 2025 — uniting the parade, Pride Village and the digital campaign through one expressive idea: Pride Marches On.
The 2025 identity was created from the ground up for LA Pride. Pride Marches On became the foundation for a bold visual language of expressive lockups, high-impact typography, a full-spectrum palette and gradient ribbons designed to feel alive in motion.
That identity shaped every graphic touchpoint across the parade and Pride Village: artist announcements, lineups and schedules for digital channels; maps, menus and wayfinding for the festival; and stage skins, street-pole banners, tent headers, photo backdrops and a 50-foot parade-floor graphic for Hollywood Boulevard.
The system had to stay unmistakably LA Pride across radically different formats. Clear hierarchy made changing information easy to navigate, while the ribbons carried the identity from a phone screen to full-scale fabrication without losing movement, personality or impact.
Pride marches on.
The identity was built around a ribbon carrying the words “Pride Marches On.” It flows across artist cards, wraps stage banners, loops through menus and expands into a fifty-foot graphic on the parade route. Bold headlines, compact utility type and decisive ribbon crops give every application a shared voice without making the system feel repetitive. Content changed daily; the identity held.
Clarity inside
the color
The information layer was designed as part of the identity, not an afterthought. Event maps, bar menus, schedules and safety signage preserve the color and motion of the campaign while keeping practical details readable at a glance, at a distance and within a moving crowd.
From screen
to street
The complete system was translated into stage skins, a welcome wall, street-pole banners, tent graphics and a 50'×50' vinyl parade floor — carrying the same identity from final artwork through fabrication and installation on Hollywood Boulevard.
One system. Loud at street scale.
