O design por trás da campanha HeForShe, da Emma Watson.
It’s been a big week for the gender equality movement. On Monday, actress and UN Women’s Goodwill Ambassador Emma Watson gave a heartfelt speech calling men and women to work alongside one another to redefine gender as a spectrum, rather than as two opposing forces. Her address brought immediate attention to the United Nation’s HeforShe gender equality campaign, which reached international virality this past week.
HeForShe’s global success is in part due to the campaign’s striking identity, created by New York design studio DIA. Mitchell Paone and his team were faced with the task of creating an identity that resonated with both genders equally and related to viewers of different cultures. To date, HeForShe has garnered social support in over 105 countries.
HeForShe’s logo is a bold marriage of two arrows, converging at a central point. Paone explains: “The HeForShe logo mark represents this solidarity movement by joining together aspects of both the female and male symbols. This union symbolises women and men working together to make gender equality a reality. This mark does not favour the male or female symbol, but blends them together creating a new symbol for humanity and gender equality.”
Emma Watson debuted the HeForShe logo this Monday, wearing it as a lapel pin during her United Nations address.
DIA extends the logo’s impact to the entire campaign identity, which uses bold, left-set type and prominent colors (black, white, fuschia) to showcase strength and solidarity.
HeForShe’s visual interplay of strong symbols and colors sets the background for the campaign’s powerful message: “Now it’s time to unify our efforts. HeForShe is a solidarity movement for gender equality that brings together one half of humanity in support of the other of humanity, for the entirety of humanity.”