Martin Cadwallader

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Europride Amsterdam

Proudly designing for activism

Brand Identity DesignWhilst working a VBAT, I developed a graphic language and visual identity for the Amsterdam Gay Pride Foundation in 2016. This was the year that Amsterdam hosted the Europride event. To a logo that was established at pitch phase by VBAT, I added the European flag, the LGBT pride flag and the flag of Amsterdam. With those I created a celebratory tapestry of flags and colour and a grid system to align and apply it across applications ranging from trams and buses to banners, posters, tee shirts, magazines and embroidered patches.

In one month, I personally donated 80 hours of my spare time to ensure the needs of the event were met.

I designed and typeset a bespoke sized 122 page magazine to accompany the event. The 65,000 print run was distributed across Europe.

I created a website and live activation to enable those across the world who couldn’t be there in person to join in the canal parade with a custom paper boat.

First Choice: Europride - VBAT Refreshing awards. This design program excels in its intelligent mix of the characteristic basic ‘ingredients’ of the event: The free city of Amsterdam, its loyalty towards the international LGBT society, and the colourful festivities. This resulted in a unique and original cocktail of symbols, very well executed, and in its visual language absolutely clear for the general public - therefore 100% relevant.
Ben Bos
Former Creative Director, Total Design
Second Choice: Europride - VBAT Refreshing awards. Single-minded, simple and fun. The practical application of it worked very well.
Greg Quinton
Chief Creative Officer, Superunion
Originality: Brilliant how the combination of 3 well known symbols: Rainbow, Eurostars, Amsterdam crosses, is turned into lively powerful branding.
Execution: Executed with attention to detail and care, so that every single execution has its own vibrant power.
Relevance: A clever combination between the playful vibrant nature of the event and the authority of the organization behind it.
Lode Schaeffer
Chairman, ADCN
Creative Director, INDIE
I saw quite a lot of this identity over the summer so it feels familiar. Such good graphic elements and design grid have made this a very fresh, engaging and obviously a successful identity. What I like most is that the identity does not focus in one particular element of EuroPride or the LGBT community. Pride, European and Amsterdam are all equally important.
Jason Smith
Founder, Fontsmith
Second place
VBAT Refreshing Awards
Highly Commended
WPPED Cream Awards
Silver
Transform Awards