RAINBOW MATCH

THE PROCESS

The vision for Rainbow Match was quite simple - create a visual identity that celebrates the joy of queerness. In exploring this idea, the most prevalent iconography and imagery that occurred were the works of gay artists such as Andy Warhol and Keith Harring, as well as the LGBTQ+ Club Kids and drag queens of the 80s and 90s. Yes, Warhol and Harring motifs are extremely played out, but no one can deny that their styles are easily identifiable both visually and in relation to their cultural significance. Due to the general public’s, and especially the target audience’s, familiarity with these movements, the borrowed motifs offer a welcoming and comforting setting to explore the purpose of the Rainbow Match app. Stylistic choices of note include the correlation of colour-to-subsect of app usage (pink = love, yellow = friendship, blue = business networking), as well as rare occasions of the extreme variant (magenta, yellow, and cyan, as a nod to the dawn of computer print media corresponding right around the times of the aforementioned movements) to shake up an otherwise muted Instagram grid palette. Hard white and hard black, often in Harring-esque stamp-like graffiti ways, unify each piece to create the overarching bold, forward, and unapologetic visual identity.