NYC Pride and NewFest: Type With Pride

NYC Pride and LGBTQ forum NewFest designed a font inspired by the LGBTQ rainbow flag to honour its creator, Gilbert Baker.

Campaign details

Brand: NewFestAgency: Ogilvy New YorkCountry: USA

Executive summary

NYC Pride and NewFest used the iconic LGBTQ rainbow flag to create an altogether new typeface in rainbow colors.

The brand's extension was intended to honor the memory of the rainbow flag creator, Gilbert Baker, who died in 2017.

The new rainbow font, available to all as a free download, both honored Baker's flag and also gave the LGBTQ community a new tool to create banners, posters and signs.

Within the first week and with zero media buy, campaign Type With Pride earned approximately 84 million...

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