Supermajority is a new home for women’s activism founded by Cecile Richards, former head of Planned Parenthood, Alicia Garza, co-founder of Black Lives Matter, and Ai-jen Poo, executive director of the National Domestic Workers Alliance.

Supermajority provides critical infrastructure to a newly crowded space. It is a community of all ages, races, and backgrounds working to: Organize women to vote for women’s interests. Support and train more women as political activists. Hold all elected officials accountable to gender equity. Support women in power. Create a national narrative of equity. And pass legislation to benefit society.

The challenge and the opportunity was the name. It is powerful. What sends a more cannot-be-ignored message than “there are more of us than there are of you?” But it has a lot of letters; every vowel, plus “y.”

We found a revival of Schelter & Giesecke’s Egyptienne in an email of unreleased beta fonts from Jesse Ragan and Ben Kiel. The tight clearances and curled counterforms gave us the function as well as the tone that we needed, then it was off to the races customizing the wordmark and sorting out critical letter pairings. 

We welcome all of our members to make the brand assets their own in their fight for gender equity. A unified message is a powerful message. Throughout the identity system, there is built-in flexibility to cover a broad range of feelings, from sober and staid to more celebratory and expressive, and from grassroots to corporate. 

Color usage, typeface and even the selection of marks all fall somewhere along an emotional spectrum. The less colorful a work is, the more sober it feels. Lora is the more staid typeface within the system, and works to establish a sober tone, Blake is more expressive and Tablet is more grassroots. We’ve diagrammed the tool kit for easy reference and usage.