Creative Equals has chosen to mark International Women’s Day by highlighting the male bias entrenched in many of the world’s famous logos, turning the silent male protagonists who represent the likes of Gett, DreamWorks and Schwarzkopf into women.
The creative inclusion non-profit has released a set of short animations that depict male iconography being feminised. Mr Julius Pringle’s moustache turns into a fetching ponytail, for instance, while Gett’s hailing man is replaced by a female silhouette.
Creative Equals hopes the work will draw attention to the fact that male design directors most probably were behind the entire set of original logos, given that just 11.15% of design directors today are female. The tagline on each reads, ‘Here’s to more women’.
“While equality is now a massive topic with huge media interest, there are still too many examples in communications where unconscious bias is prevalent,” said Ali Hanan, founder of Creative Equals. “We wanted to imagine a world where logos portray female point of view as we push for progress.
“As 89.5% of design directors are male, we wonder whether this unconscious bias has had impact on shaping brand identities so, on International Women’s Day let’s reimagine the world of iconography.”