Helping fly the flag
If the past two-to-three years have proven anything, it’s the importance of standing together and showing support for the various organisations, communities, and countries that have become victims to underappreciation and injustice.
The NHS, the Black Lives Matter movement, and the country of Ukraine have all seen businesses and the public rush to display flags, signs, and stickers of support from windows, street corners, and vehicles.
The print and signage industries have in many ways been the backbone in helping people get their messages across.
Pride month, which runs throughout the month of June, is a way of celebrating people of all backgrounds coming together and commemorating how far the rights of the LGBTQ+ (lesbian, gay, bisexual, transgender, queer/questioning, and others) community have come.
July 1st marks 50 years since the start of the Pride movement in the UK, which will undoubtedly lead to a big celebration, and mean plenty of banners, flags, and paraphernalia being used for weeks to come.
So, how can businesses best support this historic movement, and do so in a way that uses print and signage in a genuine and respectful way?
Louder than words
The LGBTQ+ community, also referred to by some as the LGBTQIA+ (lesbian, gay, bisexual, transgender, queer/ questioning, intersex, asexual and/ or ally) community have used the rainbow flag as their symbol for over 40 years.
Due to this, many brands, businesses, and communities have used the insignia to show support for the LGBTQ+ movement.
Over the past few years many corporations have been criticised for tokenism when branding products or locations with the colours of Pride without any legitimate support of the community to back it up.
Public artist Martin Firrell, says: “There is a strong feeling amongst the LGBT+ community that Pride has become over commercialised, too much of a party and not enough of a protest.
Martin Firrell, a veteran of the LGBTQ+ movement, created a series of public artworks to celebrate 50 years of Pride
“I think the success of the LGBT+ equality movement in the UK is revealed in the attitudes of young people who feel there is less to protest about and more reasons to party than before. That is great. The fact that young people have not experienced criminalisation or witch hunting from The Conservative Party’s Clause 28 is a great thing.”
The success of the LGBT+ equality movement in the UK is revealed in the attitudes of young people who feel there is less to protest about and more reasons to party than before”
As a public artist Firrell recently worked on Pride50, a project for out-of-home (OOH) and digital out-of-home (DOOH) company, Clear Channel. The project is a celebration of fifty years of Pride via a combination of photography and satirical wordplay.
Creative agency account director and LGBTQ+ lead for Clear Channel UK, Jason Jarvis, says: “As a very public and trusted medium, OOH is uniquely placed to share content that makes people think, reaching broad audiences.”
Jarvis adds: “OOH is a valuable platform for movements like Pride to communicate its message and share its story with the world, in a way that excites and engages the public.”
Social media creator Kiddaii recently highlighted the problem of tokenism on TikTok, citing pink washing as a similar problem to green washing.
Kiddaii questions businesses that wave pride flags, yet don’t work with pride businesses or support LGBTQ+ employees.
Supplier of tapes and films, 3M, was named one of the best places to work for LGBTQ+ equality in the USA, adding weight to its LGBTQ+ messaging and projects.
Iain Clasper-Cotte, managing director for FaberExposize UK and Northern Flags, has been involved in producing a large number of Pride flags and products due to its expertise in producing flags, ‘hand wavers’, and banners.
Northern Flags has produced a number of Pride flags and banners for companies such as West Yorkshire Playhouse (Leeds Playhouse)
Clasper-Cotte says: “A great way for companies to support communities locally and across the UK is to get involved in their awareness activities. This could be done through volunteer work, donations, or the design of product ranges that cater to the needs of such communities. Further support can be provided through internal company activities where employees are educated on the importance of being inclusive as well as through the creation of job opportunities for members of various communities.”
Clear Channel has also worked to champion the messages it advertises via initiatives such as Clear Channel Compass. In this case the campaign was made to showcase and build awareness of black-owned businesses in recognition of the struggles BAME communities have faced and continue to face.
Jarvis says: “We have also been sharing our support for Pride and the LGBTQ+ community with our own creative messages displayed across our OOH estate in the UK and many European markets. We have also been offering our platform to Pride movements and LGBTQ+ charities to help them reach the public. We have an internal network that brings together LGBTQ+ employees and allies and shapes our company activities around Pride.”
Firrell believes strong messages, and support around the world are needed more than ever: “Look at what is happening in Russia, Poland, Hungary, and many other countries around the world. For some people their true self is reason enough for the state to murder them.
“We have to ensure the protest aspect of Pride is never lost. I think it’s like putting your elbows out to see how much elbow room you have. As long as you keep testing the edges you can be sure of where the edges are. You can protect and promote freedom. But if you omit to put your elbows out, the walls might be closing in long before you realise it.”
Standing out from the crowd
As with many issues in the world, the key to striking the right tone is balance. While sign-makers may not be aware of where or how their products are being used, engagement and visibility is key to making Pride projects the norm.
Jarvis adds: “OOH companies have come a long way and I think that they shouldn’t be afraid to share that with the world and get more involved in Pride movements and charities at grassroot levels. Pride marches are an outdoor celebration of the LGBTQ+ community, reminding people of how far we have come to accept everyone as they are and that the work is still not finished.”
Whether it be through digital screens, or vehicle wrapping, as a largely outdoor medium, signage is perfectly placed to display messages to the masses.
Lizzy Holroyd, senior marketing and communications manager for Manchester Pride, says: “Historically, the loud and proud displays of queer identity and expression were acts of brave resistance to oppression. Displaying Pride flags and inclusive signage is a way to show that queer identities are welcome and not hidden away, they’re a loud demand for freedom.”
Speaking about the importance of engaging with the LGBTQ+ community, Holroyd adds: “Pride is so much more than displaying a flag during Pride month. Engaging with programmes such as Manchester Pride’s All Equals Charter can help businesses and organisations understand, recognise, and challenge any form of discrimination in the workplace.
“The charter aims to make the workplace inclusive, diverse, and equal for marginalised people. Furthermore, businesses selling Pride products could opt to donate a portion of the profits to LGBTQ+ charities.”
Tony Kidby, managing director at Links Signs, says: “The best thing to do is become more engaged with your clients and understand how you can help them to reach different audiences and to show how you can help them become more inclusive and diverse.”
The best way is to become more engaged with your clients and understand how you can help them to reach different audiences”
Links Signs, which manufactures and installs signage, digital prints, and Vitreous Enamel, has produced a range of Pride themed roundels for Transport for London (TfL) over many years.
“We first became involved with Pride in the early 2000s through TfL as one of its framework suppliers. We were asked to install some digital prints to various stations to help celebrate Pride, and we have continued to help each year.”
In 2019 Links Signs helped produced roundels representing Bi Pride and Trans Pride
The 2019 Underground posters and roundels were a demonstration of signage representing more than just a brand. Posters featured photographs of TfL staff and partners who were encouraged to be proud of who they were.
The famous rainbow roundel Links produced returned to train stations with new black and brown stripes to represent the BAME LGBTQ+ community, along with colours representing the Bi and Trans communities. The roundels carried the hashtag #EveryStoryMatters in order to cement the importance of diversity and change in London and the world.
Wagamama revealed new signage at a special evening in Manchester to unveil the newly updated LGBTQ+ progress flag
Striking the balance of effective signage and meaningful inclusion is key to an effective Pride campaign as Holroyd explains: “Wagamama in Manchester City Centre proudly displays the Progress Pride flag across its shop front. This signals to customers and the wider public that the restaurant is a safe space for LGBTQ+, but Wagamama’s work on inclusion goes much deeper than just displaying the flag. The company ensures its policies and procedures are intersectionality inclusive.”
Go big or go home
As evident in the examples mentioned such as the TfL roundels and the Wagamama shop front, bold statements can be a really effective way of helping all those involved.
While there are many examples of Pride projects over the years, there still seems to be a hesitancy from parts of the industry to really embrace and shout about these colourful and meaningful projects.
Specialist in high visibility livery, PVL has produced a large range of Pride-related solutions
Aura Brand Solutions, a company that specialises in supplying livery branding, wayfinding, and stock/ management solutions to the rail sector, is one company that has shown off many of its large scale Pride-themed projects over the years.
Director of its rail division, Tim Locke, says: “Using signage and wraps to highlight Pride and give visibility to the LGBTQ+ community is incredibly important. While much has been done to increase inclusion and equality, there is still so much to do. Signage, wraps, graphics, and rolling stock provide the perfect showcase of large-scale allyship and celebration of Pride month itself.”
In order to provide meaningful and thoughtful projects Aura has worked closely with its partners in order to demonstrate the best of its values. Locke states: “Having a variety of signage that gets to the heart of a company’s message is vital.
“We’ve produced a lot of Pride-themed graphics for some well-known companies, including ScotRail and Virgin, all of which involved some brilliant, colourful designs. One of our favourite projects that we worked on was the Pride livery that we wrapped for Avanti West Coast, as part of its Live Proud Programme. This initiative highlighted diversity and commitments to making Avanti West Coast an inclusive place to work where differences are celebrated, and staff can be their authentic selves.”
Locke adds: “Alongside providing the full wrap for the Pride train, Aura Brand Solutions also agreed to supply all access equipment. The livery gained nationwide press coverage, acting as a moving promotional billboard as it travelled up and down the country – becoming a permanent part of Avanti’s fleet.”
O Factoid: The first official Gay Pride Rally in London took place 50 years ago in 1972. The event was in response to the Stonewall riots in which police raided Stonewall Inn, a gay bar in Greenwich Village, New York O
Speaking about the wrap, Mel Hockenhull, Avanti West Coast’s inclusion lead, says: “Aura has helped to bring a real splash of colour to the West Coast Main Line. The Pride Train’s striking design and vibrant vinyls are a real eye-catcher, helping us to promote the importance of inclusion and diversity.”
After several celebrations throughout June, and a variety of parades still to come over the summer, now is a great chance to celebrate and get involved in the LGBTQ+ community.
Jarvis says: “After two years off, it’s amazing to see people getting back outdoors to celebrate Pride in public again. Pride is a chance for us to reflect, remember, but also look forward to the future.”
As is clear through the comments of the creators of some of the biggest Pride projects, authenticity and inclusion is key.
Firrell concludes: “I think all citizens, private and corporate, should strive for equality for all. An equal society is saner, more law abiding, richer and stronger. My advice would be to base anything, products, or promotions, on a truth that leads to greater equality for all and a more humane society.”
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