In 34/54 African countries, PRIDE and what it represents for LGBTQ+ Africans
is still illegal. Which is why Johannesburg Pride, one of the only legal PRIDE marches
on the African continent, wanted to expand its purpose beyond South Africa’s borders
to take up the fight for LGBTQ+ Africans, becoming the first local PRIDE march to represent a whole continent. But, to be a voice for the continent, Johannesburg Pride needed to rebrand itself, transforming from a local city brand to become the first
pan-African LGBTQ+ platform and Pride of Africa was born. Pride of Africa needed
a visual language to connect and speak to all LGBTQ+ African people.
So, we created the first all-African rainbow flag – inspired by every flag from all
54 African countries. We re-imagined each flag in the PRIDE colours using their common shapes, colours and symbols. Combined elements from all 54 flags created a wordmark for Pride of Africa – an adaptive system as diverse as each country’s pride community,
yet as unified as their common fight for free expression.
Our new Pride of Africa flags were captured in a series of posters and the new identity was officially launched at the first Pride of Africa march in Johannesburg on 26 October 2019, where attendance increased by up to 200%. Pride of Africa not only opened the door to the continent, but flew a flag to offer the LGBTQ+ community acceptance, recognition, protection and freedom until their own countries can do the same.
