PFLAG Canada introduces new brand identity
National non-profit organization PFLAG Canada has introduced a new brand identity. The new brand materials include a logo in the form of a circle and the tagline, "Family For All." According to the organization, the new branding is intended to better reflect its work to support families with non-heterosexual children. The materials are intended to better reach "anyone affected by the challenges of the coming-out journey," according to the group. The rebranding work was conducted in association with Cossette Vancouver.
"The definition of families has changed so much since PFLAG began in 1972 and we needed to craft a new positioning, unifying the organization around 'Family for All' because of the increased complexity of identity and family," said Louis Duncan-He, national director of marketing at PFLAG Canada. "We're thrilled with our new strategic positioning because PFLAG has always been about family, and by re-examining how the word family has evolved since our inception, we were able to seamlessly position ourselves as a group that aims to help everyone in the LGBTQ+ community."