Trenton Pride Center is a new nonprofit organization that hosts events and provides safe community space for Trenton’s LGBTQIA+ citizens. Their goal is to be a fresh and approachable organization rather than the more serious statewide support programs. And my goal was to create a starter brand kit to get that mission out there.

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Research & Discovery

Two key insights emerged from research that included industry landscape as well as interviews with Trenton’s LGBTQ+ community members.

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Connection Matters More

Folks in Trenton felt as if they were disconnected from one another. More than that, they felt disconnected from their city. I saw this as an opportunity to create an identity that had connection at its core.

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Trenton’s Unique History

Trenton itself used to be a manufacturing town. But more than that, it was an innovation hub. Trenton’s motto is “Trenton makes, the world takes.” Many queer citizens in Trenton take this phrase to heart, seeing themselves as artists and creators. This inspired me to make an edgy and energetic identity that pulled influences from punk culture with a gen-z Y2K twist.

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“[Trenton’s] chic, artsy and a bit gritty…Trenton also has a large Punk population so everything here has a bit of a punk-meets-industrial aesthetic.”

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Concept: Community As Constellations

Chosen families within the queer community are sometimes referred to as “constellations;” complex networks of connections that form meaningful support systems. This served as the perfect visual jumping off point for the Trenton Pride Center logo.

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Logo: Balancing Official Business With The Community’s Vibe

The primary typeface, Map Roman, is official and serious, telling the viewer that this is a respectable non-profit. The monogram version of the logo further supports this by giving the organization a stamp that feels like a modernized municipal sigil. However, Map Roman has a certain uniqueness which allowed me to integrate the logo into more playful applications.

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Expanding The System: Color, Image, Graphics 

I developed a unique take on the rainbow by desaturating many of the colors to mimic the look of commercial paper products. Further, the image style was inspired by 70s band posters and Xerox reproductions. Grainy and heavily processed, the colors combined with this image style point back to Trenton’s subversive, punk vibe.

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Expression For Both Physical And Digital

The final piece of the puzzle was a modern take on Y2K aesthetic. An ultra-bold, ultra-wide font (Termina) anchors all of the headlines while Ohno Type Co’s Degular complements with legible subheads and body copy. Texture and energy are added through the Y2K inspired icons and rounded rectangle containers. This graphic approach feels familiar to Millennials and Gen-Z, and sits squarely on-trend. All of these elements combined to create an identity that would look just as good in digital applications as it would laser printed on colored paper.

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Outcomes: Expanding Their Reach

The Trenton Pride Center’s new brand is more than a visual identity — it’s a rallying cry for a community that’s been searching for connection and expression. By weaving in the unique history and edgy spirit of Trenton with fresh, approachable design, I created a brand that resonates deeply with LGBTQIA+ individuals of all ages. From their increased social media engagement to their move toward establishing a physical community space, TPC’s growth highlights the power of authentic, community-driven branding. I’m proud to have helped shape this foundation and look forward to seeing how TPC continues to expand its reach and impact in Trenton and beyond.