GLBT Historical Society

The GLBT Historical Society of San Francisco is a museum and archival institution. It serves as both a historical record and a center of activism and celebration for the city’s LGBT community. The historical society’s existing logo and website lack cohesion and don’t fully reflect the historical society’s distinctive identity. It looks too generic and does not make use of colors or symbols that represent either the city of San Francisco or its queer history. The organization needed a refreshed, modern brand identity that would honor its rich history while making it more engaging for contemporary audiences. The goal was to create a brand system that felt both archival and forward-thinking across print and digital applications.