The vibrant visual language centers on a logo that transforms in fluid, expressive shapes to reflect the infinite identities within LGBTQIA+ communities.
The brand positioning and messaging highlight Serif as a place where members are welcome to bring their own diverse identities and create connections.
A black and white palette is the base for the identity, but at select moments, soft gradients can be applied to evoke subtle and fluid auras.
Serif’s organic typography is supplemented by the dot of the ‘i,’ a simple graphic device that has an irregular, unique shape and appears in countless permutations that represent the individual.
The identity serves as the framework for a brand architecture that can grow and evolve along with Serif as it introduces a variety of experiences and programming.
The user experience and digital design reflect the platform’s openness and accessibility, encouraging members to connect around experiences and events.