Rebranding Toronto Pflag: A story of love, family, and renewal

The journey to rebrand Toronto Pflag didn’t begin with a logo. It began with a website.

When reviewing the elements needed to develop the new site, it quickly became clear to us that the existing graphic identity no longer reflected who Toronto Pflag is today. The visuals felt out of step with this vibrant community and powerful mission.

Recognizing this, Goods & Services Branding volunteered to take on a full rebrand, ensuring that your new identity matches the heart of the organization.

Beginning with listening

We started the project the way every meaningful rebrand should: by listening.

Our discovery process included conversations with Toronto Pflag’s leadership and members, who shared stories of support, resilience, and belonging. One theme repeatedly rose to the surface: the bond between parent and child.

This connection—universal yet deeply personal—became our guiding idea. It speaks not only to the love parents have for their children, but also to the broader circles of care that Toronto Pflag nurtures among families and allies.

Shaping the new identity

With that foundation, we began to build a visual language.

At its centre is the new logo—confident yet warm, bold yet welcoming. Its form suggests adaptability and strength, echoing the resilient bonds of family and friendship.

The colour palette pays homage to the rainbow while carving out a distinctly Toronto Pflag presence. Four simplified hues, combined with a soft gradient, create a vibrant, inclusive identity that is flexible and instantly recognizable.

Typography reinforces this voice: approachable, legible, and supportive. Paired with the new logo and design system, it gives Toronto Pflag a consistent and professional presence across all channels.

Bringing the brand to life

We then applied the new identity across a range of touchpoints—posters, apparel, brochures, presentations, digital templates, and this website. In design and language, we created each application to carry the same clarity, warmth, and inclusivity.

To safeguard the brand’s future, we developed a set of graphic guidelines, giving volunteers and partners the tools they need to use the identity with confidence and consistency.

Looking ahead

Rebranding Toronto Pflag was never about changing who you are. It was about helping you showcase the work you’ve always done: creating a safe, supportive, and affirming space for parents of 2SLGBTQIA+ individuals.

Your new identity honours this history while providing a platform for looking forward. It serves as a reminder of the emotional connections at the heart of family and friendship—connections that deserve to be celebrated and protected.

For Toronto Pflag, this is more than a rebrand. It’s a renewed invitation: to connect and to make space for every kind of family.

For us at Goods & Services Branding, it’s been a privilege to help bring this story to life.