June is Pride Month – and more than just an opportunity to splash logos in rainbow colours. The month stands for visibility, remembrance and responsibility. In times of growing social polarisation and political backlash, it is more important than ever to take a stand – not just externally, but above all within companies.
The history of Pride begins with a riot: In June 1969, queer people – many of them trans and people of colour – fought back against police violence at the Stonewall Inn in New York. It was the beginning of a global movement that continues to this day, aiming for equality, visibility and protection. What began as a protest has become an annual celebration of freedom – while continuing to highlight the need to recognise and address ongoing discrimination.
Today, this aspiration is also reflected in design. The visual language of Pride is diverse, loud, bold – and political. Whether on posters, in campaigns or in the form of the Progress Pride Flag, which also specifically includes trans and intersex people as well as BIPoC, design becomes a platform for belonging and an invitation to actively consider diversity.
But taking a stance is not only evident in public campaigns. It begins within a company: in a culture that not only tolerates differences but sees them as an asset. In an environment where people can be themselves regardless of their origin, gender or sexual orientation – and feel seen. In structural decisions that make diversity the norm rather than the exception.
Campaigns such as the Lufthansa Pride Campaign show that design plays a role in this context. With clear imagery, inclusive design and an attitude that goes far beyond marketing, it has sent a strong signal for visibility and belonging.
The Red Dot Award itself thrives on diversity: entries come from all over the world, and the teams behind the award-winning projects are international and interdisciplinary. Diversity is also practised within the jury and editorial team – not as an image factor, but as part of lived excellence. A conscious statement in the spirit of Pride may not have been at the forefront so far – but especially in times of uncertainty, every contribution that makes diversity visible is a valuable one.
Pride is not just about celebrating differences. It also means standing alongside those whose rights are being challenged – such as trans people, who are increasingly the target of political debate and social exclusion. Companies can make a difference by offering queer employees an environment that enables security and visibility. And design can help communicate this attitude – through clarity, empathy and responsibility.
Because good design doesn’t just respond to the spirit of the times. It shapes the future – and is all the stronger when it includes everyone.
