Frameline/u2019s mission is to change the world through the power of queer cinema. As a media arts nonprofit, Frameline/u2019s programs connect filmmakers and audiences in San Francisco and around the world. Mucho Design was commissioned to refresh the brand identity for Frameline and produce the creative for the 40th LGBTQ Film Festival.

'We wanted to create an identity that really resonated with the idea of inclusivity./u00a0The resulting /u2018frame/u2019 logo with a capital /u2018F/u2019 and queer /u2018L/u2019 (as we like to refer to it), creates an image that becomes instantly recognizable, flexible/u2014as it opens out to highlight type and imagery and works well at small sizes for social media applications.'