The 519 Legal Clinic

Brand Design

The 519 Legal Clinic - a service arm of iconic Toronto organization The 519 - is one of the few prominent legal clinics for LGBTQ2S communities in Canada. It was in need of its own iconic brand as it expands in response to the rising legal needs of queer communities. The logo is a memorable mark that makes a bold statement and helps communicate The 519 Legal Clinic’s personality & mission. The design features a unique silhouette of Lady Justice - recognizable from her sword, scales & blindfold - who has been subtly altered to suggest a more ‘Drag’ aesthetic. These alteration include big hair, makeup on her lips & cheeks, earrings and exaggerated hips.

Flexibility & Impact

The primary colour system of black, white & magenta - inspired by The 519’s Army of Lovers advocacy campaign - helps give the brand a bold, activist voice. However the colour palette is flexible due to the nature of work in the LGBTQ2S space, and these core colours are supported by by the kaleidoscope of colours associated with LGBTQ2S pride. In addition to the logo, the brand makes use of a graphic element that centres LGBTQ2S culture, further communicates the clinic’s mission, and adds visual drama to the brand. An offset circular background frames Lady Justice and showcases Pride flags and other Queer symbology within the shape. This treatment is particularly useful for creating impactful campaign material like buttons, banners, apparel and posters.