One Institute

Brand Identity / Web Refresh / Social Media Design / Merch

 
 

Queer & trans
history in action.

 

Core Collaborators

Creative Direction & Design: Schessa Garbutt
Design Research: Michelle Devlin
Brand Language: One Institute’s Re-brand Committee

 

About

One Institute is the oldest ‘out’ LGBTQ+ organization in the United States, founded in Los Angeles in 1953 as a magazine that provided a beacon to queer individuals who found solace, solidarity, and community between its pages in a time when homosexuality felt more like a life sentence than something to celebrate. Formerly known as ONE Archives Foundation, One Institute is an independent 501(c)(3) dedicated to telling the history and stories of queer and trans people and culture through public exhibitions, K-12 educational initiatives, and community engagement programs.

Our Solve

One Institute intentionally sought out a queer-led, Los Angeles-based design studio to work with on this rebrand. After Firebrand led our discovery workshop with the re-brand committee (comprised of the ED, staff, and board members) it was clear that they wanted to make a strong statement about who the organization has been for over 70 years and who they are becoming, especially in a time where queer and trans rights (and existence) are being called into question yet again. We went back to the organizations activism and advocacy roots, imbuing the new branding with energy, optimism, and the boldness to move forward As One.

Logo Story

“The logo is both new and old,
using the typeface (Futura Extra Bold)
from the original 1953 masthead
but bringing it ‘out of the closet’ and
underlining it as a declaration of unity.”

— Schessa Garbutt, Creative Director

Before and after Logo re-design for One Institute fka One Archives Foundation re-brand by Firebrand Creative House, designer Schessa Garbutt
Logo re-design for One Institute fka One Archives Foundation re-brand by Firebrand Creative House, designer Schessa Garbutt, original masthead logo 1953 sixties seventies
Logo icon re-design for One Institute fka One Archives Foundation re-brand by Firebrand Creative House, designer Schessa Garbutt

Brand language

Firebrand Creative House. One Institute re-brand mission statement reads: One Institute elevates queer and trans histories and embraces emerging stories through collaborative education, arts, and cultural programs.
Firebrand Creative House. One Institute re-brand vision statement reads: We envision a world motivated by social movements of the past to take action toward queer and trans liberation.

Brand merchandise concepts

Tote bag design for One Institute by Firebrand Creative House
Button pins for One Institute Los Angeles, designed by Firebrand. Queer and trans history in action.
Water bottle design for One Institute by Firebrand Creative House

The One Institute bandana designs feature an interwoven pattern logo. The bandana comes in a wide range of colors, including those in the brand palette, celebrating the LGBTQ+ hanky code (aka flagging), which has been used for decades in queer and BDSM spaces as a subtle way for folks to express their kinks and sexual interests without being detected and harassed. More about hanky code history.

ONE Color Palette.png
ONE Color Codes.png

Printed collateral

ONE Annual Report Mockup.png
Letterhead design for One Institute by Firebrand Schessa Garbutt
Business card design for Tony Valenzuela, executive director at One Institute Los Angeles by Firebrand Creative House, card has archival illustration by EE in shades of pink
Event banner design for One Institute by Firebrand, Schessa Garbutt. Banner features spotlight frames of various lgbtq+ and queer historical figures and archival photographs. Sign reads Queer and Trans history in action on punk pink oval.

“I am so impressed by Firebrand’s work process and the finished rebrand for the One Institute. We were given such thoughtful options; when we narrowed our selection to this stunning new design, it was refined to fully manifest our history and aspirational future—a lasting visual identity.”

— Amy Scholder, Board Member at One Institute

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