Base aimed to create a queer-forward and professional identity that avoided clichés while embodying the warmth and credibility of Le Refuge. The studio reimagined the pride flag using dynamic visual language, incorporating softer gradients to communicate joy and pride. They developed an abstract visual system to maintain user privacy while expressing care and safety. An inclusive typeface, Amiamie, was chosen to promote open communication in a bilingual context, further incorporating inclusive gifs to enhance humanity within the brand's assets.
Base sought to create a queer-forward and professional brand identity for Le Refuge, avoiding clichés and promoting warmth and credibility. A color palette reimagining the pride flag was used to express joy and pride, while an abstract visual system ensured privacy for users.
The team desired an open and accessible tone in their type choices, leading them to select an inclusive typeface, Amiamie, developed by Bye Bye Binary. The typeface features inclusive gifs, enhancing the sense of warmth and humanity in the brand's visual assets.
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