Our logo was designed by Nathan Moss-Penman, founder of LGBT+ directory gayrepublic.co.nz and a marketing consultant based in Auckland. He talks about the creative process and the meaning behind our logo.
“In 2019, following the collapse of the Auckland Pride Parade, I was asked to develop a visual identity and branding for a new pride organisation, dedicated to celebrating our history and working with community and organisations to promote positive change and acceptance. As a member of the LGBT+ community and board member, I was keen to ensure that we created something different, yet also familiar to New Zealand and our rainbow communities. The challenge of the brief was to create a design that invited the whole of New Zealand to take part and to give the visual identity of what Rainbow Pride Auckland Inc do rather than perhaps just a perceived Auckland city central-centric event.
My approach was to include what I believe are uniting elements of our communities, celebrating love and incorporating our culture. The koru, a uniquely New Zealand / Māori symbol of creation and life, and its circular shape conveys the idea of perpetual movement. Its inward coil suggests a return of the point of origin. The koru, therefore, symbolises the way in which life both changes and stays the same. Through combining these two strong symbols with the colours of our rainbow flags, we’ve created a logo and symbol which is instantly recognisable and represents LGBT+ Aotearoa/New Zealand.
Working with the Rainbow Pride Auckland team, a mixture of print and digital collateral branding guidelines and marketing assets were developed for the ‘Rainbow Parade’ and associated events. This includes outdoor signage and performance space design work. Seeing the branding creative I’ve developed continue and further evolve for Rainbow Pride Auckland over the last year has been a real privilege as a designer and member of the community, I hope that continues to help further establish the Pride Parade in Auckland, and inspire other annual LGBT+ events through-out New Zealand.”