NYC Pride replaces its iconic brand with new logo.

NYC Pride replaces its iconic brand with new logo.

Heritage of Pride, the nonprofit that plans and produces New York City’s official LGBTQIA+ Pride events, revealed a new brand identity for NYC Pride to the world. The refresh reinforces NYC Pride’s commitment to inclusivity and its heritage of uplifting the LGBTQIA+ community, while setting a foundation for growth as it works towards a future without discrimination.

“NYC Pride creates powerful experiences that unite us in activism, in protest, in celebration and in advocacy,” said Dan Dimant, Media Director at NYC Pride. “Born directly from the Stonewall Uprising, we strive to be a safe haven and beacon of hope for queer, trans, and BIPOC individuals around the world.”

Dimant continued: “Over the past decade or so, our logos and visual identities for NYC Pride have evolved each year to correspond with our annual themes and campaigns. But truly cementing our commitment to the community required an enduring brand icon that would drive recognition and equity. One that told a story of inclusivity and created awareness that NYC Pride is more than an annual celebration, it uplifts our community 365 days a year. I’m so proud of what we created, who we are and what our brand stands for: inspiring and empowering every LGBTQIA+ person to proudly love and live their truth.”  

Featuring the iconic waving flag, the new logo captures the brand’s spirit of celebration and activism. Known as a universal symbol of safety and allyship, the Pride flag within the logo features a gradient, providing valuable flexibility and inclusivity for different subgroups within the LGBTQIA+ community. The supporting visual identity is simple and direct, designed to stand out across varying environments. It lends the brand flexibility to consider tone and context, dialing up exuberance when needed in celebratory events throughout the year, but also leading with a strong clear voice in moments of reflection and protest. 

The organization partnered with a diverse team at Lippincott, a global creative consultancy, on its evolution.

“The flag in the new logo subtly features the letters ‘NYC,’ paying homage to the city in which the organization was born,” said Dimitri Theodoropoulos, Senior Design Director at Lippincott. “While nodding to NYC Pride’s roots was important, we knew it was equally critical to celebrate the community’s culture and the brand’s ethos that wherever you are, it’s a safe haven. As a member of this community, I was incredibly honored to bring that to life in the new brand identity.”

“Lippincott has long been an ally of the LGBTQIA+ community, and we were so proud to work with Heritage of Pride on this important evolution of the NYC Pride identity and brand strategy,” said Rick Wise, CEO at Lippincott. “NYC Pride has an incredible legacy, and our team put its heart and soul into making sure that we honored its past while planting a flag that would signal an exciting future.”

The evolved brand will come to life across NYC Pride’s platforms starting today, including its website and social media channels. Moving forward, it will underpin how it works with staff, members and volunteers, fosters new and deeper connections with the community and partners, and ultimately enables the organization to do more in pursuit of its mission. Later this year, the brand will reveal NYC Pride’s annual theme. 

To learn more about NYC Pride, the refreshed brand, upcoming programming, and how to get involved, visit

The previous decades old NYC Pride logo:

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