Spotify: Pride

“Unlike Any Other” was Spotify’s 2020 global Pride campaign celebrating LGBTQIA+ creators and connecting them to fans around the world.

The design system is built around the plus sign in LGBTQQIA+ which really stuck out to us as a powerful and symbolic representation of the community.

Reason being, the plus sign in LGBTQQIA+ signifies the inclusion and acceptance of all queer experiences. It's the perfect illustration of the community's plurality and diversity, as well as our inability to be easily summed up.

The Unlike Any Other marketing campaign, lived in 38 countries where Pride is celebrated, includes a key element—the Progress Flag—designed by Daniel Quasar in 2018. The Progress Flag adds five stripes to the traditional rainbow Pride flag to better include trans and non-binary individuals, marginalized communities of color, those we have lost to AIDS, and those living with HIV today within queer representation.