Get ready for this weekend's Pride in London festivities with the best LBGTQ+-led projects from the UK capital (and worldwide projects too).

It's that time of year again for cities around the world to celebrate their LGBTQ+ communities, and for brands and artists to unleash their brightest projects and campaigns in support of Pride 2018. While Pride month itself may be over, it's only now that the parades begin, with London's parade happening this Saturday July 7th, and the Brighton equivalent due for early August.

In anticipation of this weekend's events, Digital Arts brings you the best and brightest Pride-related projects from around the world, with a charming magazine cover by Mat Roff, a neat World Cup tie-in, anonymous branding from YO!, a nice doodle for Google that isn't a Google Doodle – and the efforts of London's own transport network.

While we didn't see much promotion for Pride in London itself in the run up – perhaps due to last year's controversy when complaints were made regarding a few of Pride in London's poster designs – we're seeing a lot of celebration. Yes, some of this is simple rainbow-washing from brands that's totally disconnected from how the companies behind them treat LBGQT+ staff – but we're increasing inclusion of those staff members in the thinking behind such campaigns, rather than just leaving it all to an external marketing or ad agency.

The Londoner July 2018 Cover

July's edition of new art magazine The Londoner has a heartwarming front cover by Oxford-based Mat Rof. In keeping with the magazine's mission to celebrate everyday London life through art, Mat has given us a slice of life from the yearly Lovebox festival showing a same-sex couple lapping up the vibes.

For the cover, Mat wanted to focus on the sexual and racial diversity of London to illustrate a scene that a lot of mainstream media rarely give a voice to, particularly in a positive way.

Every Love Matters with Transport for London

Pride in London of course requires your walking shoes, but the tube has gotten a makeover for the big day with stations across the capital adorned with rainbow coloured benches and signage proclaiming the hasthtag #EveryLoveMatters.

Anybody in London wanting to see this tube transformation should pop along to Tottenham Court Road, Vauxhall, Embankment Pier and Shoreditch High Street stations, along with Romford TFL Rail. City Hall and Transport for London’s 55 Broadway office are also both flying the rainbow flag this week in tribute to London's diversity.

Same Team Jersey

We're already celebrating the best art, design and animation World Cup projects out there right now, so imagine our delight in finding something that takes the best from both worlds in one nice little concept. Same Team Jersey is an activist project from creators ranging from Brazil to the UK made up of rainbow-design soccer jerseys to unite Pride 2018 and this year's FIFA World Cup 2018.

The colourful jerseys bring together the team strips from a multitude of countries across all five continents competing, and include an arm patch that reads 'We Belong to the Same Team.' High-profile supporters include footballing legend Pelé, and world-first LGBTQ soccer team The New York Ramblers.

Kisses at Heathrow

As of now, a very unique flag is flying over London Heathrow Airport's Terminal 2, one made entirely out of rainbow-coloured kisses.

This crowd-sourced artwork was made possible by the kisses of over 6,000 international passengers passing through the UK's biggest airport. A choice of vibrant red, orange, yellow, green, blue or purple lipstick was given to anyone interested enough in puckering up to a blank canvas needing a bit of tender love and care. Hey, we've all been there right?

This Heathrow Pride takeover also sees the airport logo receive a Pride makeover and many digital screens across the airport transformed into vibrant displays of rainbow colours. The flag itself will be flying high until the end of July.

No Labels. Just Pride with YO!

This is an interesting one. While most brands bandwagoning (or should that be parade-wagoning?) on the Pride hype simply slap a rainbow effect upon their logos and branding, Japanese restaurant and Pride in London partner YO! have thrown out the whole lot from its High Street Kensington store, removing all insignia and labels from its storefront as part of its No Labels. Just Pride campaign.

The concept, which has also been rolled out onto YO!'s various digital channels, comes as response to recent research by Pride in London revealing that the LGBTQ+ community feel ‘over-labelled’. In removing all its branding, YO! hopes to initiate a much-needed conversation around not labelling people and will encourage the nation to celebrate what Pride is really all about.

Google Assistant's Make the Most of Pride

France's Antoine Corbineau is becoming known for his colourful cartographic-led work, and his wraparound Time Out cover for Google Assistant maps out the various spots the London Pride parade will pass by on July 7th.


Detail from Pride Route, courtesy of Antoine Corbineau/Folio

Commissioned by R/GA, the piece's concept was to follow the London Pride Parade route from Baker Street to Trafalgar Square, highlighting the lively crowd and various landmarks, with Google keen to make sure a full spectrum of Pride-goers was represented in Antoine's work.

Colour My World with Brighton Gin

While Brighton Pride isn't until August, that hasn't stopped Brighton Gin from commemorating the occasion with its limited edition Pride range, with a design featuring the eight colours from the original Pride flag, and hand-painted letters that collectively spell out Brighton.

The designs come via London-based ODA, and are inspired by this year’s Brighton Pride theme of 'Colour My World.' It features the eight colours from the original Pride flag commissioned by politician and activist Harvey Milk and devised by artist Gilbert Baker in San Francisco way back in 1978.

See also: These great guerilla subway posters from New York Pride.