The new logo depicts scenes familiar with residents across the county, featuring a stylised castle, with a centre turret pointing northwards in reference to the charity’s geographical location and to the onward progress the LGBTQ+ cause is making.
Underneath the castle is a rainbow coloured wave to signify the county’s unspoilt coastline and rolling countryside.
The resulting brand is a modern and clean identity that pays homage to the rich heritage and local identity of England’s northernmost county.
Jonny Chambers, creative director of Sunderland-based design agency, Jonarc, is over the moon with the results.
“I’m honoured that Jonarc have been asked to produce this branding vision for Northumberland Pride, a vital resource for LGBTQ+ people in the rural and often isolated stretches of Northumberland,” he said.
“Sadly, the struggle for LGBTQ+ equality still goes on and it is charities like Northumberland Pride who are the lifeblood of the cause, working to support those who often don’t have access to the same social privileges as those in other parts of the country or the ability to truly express who they are.
“We’re immensely proud to be able to join Northumberland Pride in their vital work and we hope the community of Northumberland and LGBTQ+ people across the region love the new branding as much as we do!”
Jonarc was also responsible for Northern Pride’s hugely popular Angel of the North inspired identity.
Darren Irvine-Duffy, chairman of Northumberland Pride said: “I really hope you love our new look as much as we do.
“We approached Jonarc after their hugely successful re-brand of Northern Pride. We knew we needed someone who understood our vision and could create an image that reflected LGBTQ+ life in Northumberland.”
Northumberland Pride took delivery of their new branding at the start of March.
The news comes after a fantastic year so far for LGBTQ+ representation in the North East, with Newcastle Council topping Stonewall’s list of LGBTQ+ friendly employers in January and the city winning its bid to host UK Pride in 2020.