Redesigned Feminist Frequency Logo – Feminist Frequency

Redesigned Feminist Frequency Logo

December 12, 2015


Design work of any kind is a pretty challenging endeavour and I’ve found that logo design is one of the hardest. How do you encapsulate all the feelings, goals, and aspirations of an organization in one relatively abstract icon? Right after the Tropes vs Women in Video Games Kickstarter we realized we needed to redesign our original logo so that we could create motion graphics for the new series. That process took several months, several designers, and endless iterations, but ultimately I was very happy with the results. I said yes, go, design done! Then I quickly realized, this isn’t a logo, it can’t be used as an icon, and it’s not flexible enough to put on backgrounds of different colors. Oops.

I learned from my previous mistakes. I reached out to Cory Schmitz whose work, if you are a fan of video games, you would probably recognize all over the place. I said, “Cory, make me something awesome! But that also fulfills all these criteria.” And thus began our year-long process to get to where we are today.

The current design weaves in all of the original ideas I wanted but in a subtle way, and I’ve found that everyone sees something a little bit different in it. You might see the two Fs sitting opposite each other representing our initials, or a wave pattern to signify media frequencies. You might even see talons like I initially did, or a cute little family of birds!

We experimented with many different colours  and I kept gravitating back to the hot pink. Some iteration of a bright pink has been a part of our logo design since the beginning and I wanted to keep that historical thread, plus I just really like hot pink. Lastly, you might have noticed a lot of Arabic influence in our previous design. We consulted a lot of Arabic typography books to understand the beautiful written language of Arabic, and it was important to me to integrate that into this new design, too. I gravitate toward Arabic script for two reasons: 1. It was a personal nod to my family and cultural background, and 2. Because Arabic script, unlike English letters, has this incredible way of weaving together boldness and softness at the same time, embodying a complex range of qualities that feels very appropriate to the work we do.

Now that the logo is complete, we are working on designing our brand new website which will launch sometime early next year, and we are working on getting stickers and t-shirts for the many of you who have been requesting it! Be sure to follow us on Twitter and Facebook to stay up to date on all those announcements!

Share this article:

What do representations of gender and race in major motion pictures, hit television series and video games have to do with the current social and political climate?

Our newest videos analyze these connections by focusing on today’s most pressing social issues.

Like all of Feminist Frequency’s work, our new show is completely free to the public.

You can help us make sure it stays that way.


Feminist Frequency analyzes the connections between popular culture, the current political climate, and societal issues such as gender, race, and sexuality.

You can help us speak out against the normalization of sexual assault and harassment, racism and bigotry, and advocate for more inclusive media. All of our work is completely free and available to anyone with an internet connect.

We rely on contributions from people like you to keep it that way.

Donate now. Help us continue this work.

Donation Amount: (USD)

  • $

Please select an amount. Custom amounts must be at least $1.00

Donation Frequency:

Select Payment Method:


Your payment details will be securely processed by Stripe (for credit/debit cards) or PayPal.

Thank you so much for supporting Feminist Frequency! Your generosity allows us to continue challenging unjust representations, and producing online videos and educational projects that are both accessible and completely free.

We'll send you a formal acknowledgement for tax purposes shortly via email. But we wanted to be sure to tell you, one more time, how grateful we are for your support.

Our work is critical now, perhaps more than ever before - and we can’t do this without you.

There was an error processing your donation. Please try again.