A4TE
Year
2023
Role
Motion Designer
Tags
Pentagram developed the brand strategy, name, visual identity, and website for Advocates for Trans Equality (A4TE), created through the merger of two leading US transgender rights organizations. The project aimed to establish a unified, credible voice capable of operating across activism, legal advocacy, politics, and community engagement. The identity balances energy and authority, reflecting both the vitality of the trans community and the institutional weight required to influence political and legal systems. The new name, Advocates for Trans Equality, positions the organization as a broad coalition of trans people, allies, communities, and partners. At the core of the visual system is a simple, reproducible logo that emphasizes the “T”, paired with a distinctive magenta palette that subtly references the trans flag. Pentagram also developed a flexible set of geometric patterns derived from the logo, alongside photography representing diverse trans communities across the US. The resulting system is designed to adapt across different contexts—from rallies and social media to courtrooms and congressional hearings—creating a brand that is clear, recognizable, flexible, and built to support long-term advocacy. One of the main elements of A4TE's brand identity is the 'T' symbol. This 'T' morphs and transforms in various ways, representing the principles of inclusion and diversity. By animating the paths of the 'T', we aimed to reflect the multifaceted nature of the trans community and the organization's commitment to equality. Each transformation of the 'T' signifies a step towards a more inclusive society.
CREDITS
The brand’s new mark is simple, solid, and easily reproducible. It reinforces the name’s shorthand acronym and emphasizes the “T” for trans. The color palette centers on an ownable shade of magenta—unique amongst advocacy organizations—while subtly nodding to the colors of the trans flag. Photography, illustrating A4TE’s work and impact, similarly references diverse trans communities nationwide. Pentagram also developed an additional kit of patterns derived from the logo geometry which can be used in print and digital contexts. Another key aspect of our collaboration involved showcasing the 'T' in an animated pattern. This pattern incorporates a combination of colors from A4TE's brand palette, brought to life through a sliding animation.