Pride Alley

Illustration ★ Branding ★ Environmental Design

Develop a logo, visual identity, and environmental graphic design assets for a queer friendly bowling alley to build a community not centered around alcohol.

Objective

First, who are we selling to? Let’s explore three personas to define our audience.

Research

I’ve been out for over 30 years. I’m also sober. I want a place to feel safe in my community that doesn’t trigger my past addiction.

William Franklin Age 54

I’m just beginning to explore my sexual identity and I’m not old enough to go to the queer bars in town yet. I want to experience a safe space with my peers.

Bellie Segen Age 19

I am one of the queer women that make up the 6.52% of professional bowlers that are LGBTQia+. Since this is my career I spend a lot of time in bowling alleys, and most cater to either older men or children.

Purice Torba Age 32

Now that we know our audience let’s gather the rest of the building blocks for our brand.

Strengths - Community based, loyal customer base, loved form of entertainment Weaknesses - Low margins, high turnover rate of employees Opportunities - As conservative views become more prevalent in Texas queer people seek community more. Threats - Location, new anti-LGBTQia+ laws, anti-drag laws, inflation

S.W.O.T. Analysis

Onliness Statement

We are the only queer focused bowling alley in Texas.

Brand Voice

Open Minded and Fun

Who We Are

We are a welcoming and inclusive bowling alley.

Who We Are Not

We are not cheesy, inauthentic, or age restricted.

In the midst of the AIDS epidemic, lesbian and gay bowlers formed the International Gay Bowling Organization (IGBO). It is now the biggest LGBTQia+ sports organization in the world. According to the IGBO website, “Community is a primary pillar of IGBO… [we] promote gender inclusion by recognizing an individual player’s self-identified gender… IGBO is committed to celebrating each athlete’s accomplishments and skill, regardless of gender identity.”

History of Queer Folks and Bowling

The Shiny Stuff

^ Primary Mark

^ Secondary Mark

^ Tertiary Marks

All of the colors used for this brand are sourced directly from Gilbert Baker’s original pride flag. As such the colors are both recognizable and rich with history. The colors have been named to give a modern flair to the classic hues.

⌄ Color Palette

⌄ Typefaces

Gilbert was designed after the death of Gilbert Baker to honor his legacy. In the brand Pride Alley it is used exclusively with all uppercase treatment and embellished with custom ligatures to emphasize connection.Ubuntu utilizes a combination of curves and corners present in Gilbert in a subtle way.

Gilbert Bold

Ubuntu Medium