MONTREAL – Isadora Ayesha aims to highlight visibility and inclusion in sports with the creation of a Canadiens logo in the colors of the 2SLGBTQIA+ community as part of Pride Evening presented by Scotiabank.

The badge will appear on all promotional tools online or in the amphitheater associated with the game on January 15th, as well as on Limited edition item whose profits are donated to the initiative You can play and to the organism GRIS Montreal.

Art was a part of Ayesha's life from a young age. The UQAM graphic design graduate has several projects under her belt, including creations for Montreal's MURAL festival, SSense, LSTW and several others, but this was the first time she worked with a professional from a sports team.

“I'm not particularly interested in hockey, but I know how important the Montreal Canadiens are to Quebec culture,” she said in a telephone interview. “So it wasn't the sport that appealed to me, but the project itself; be able to advance a social cause and combine sport and community. »

“Sport should be a celebration of talent, skill, physical activity and health. Anyone can do it and it's important to me to get involved to try and change the image of the sport and make it more inclusive. »

Ayesha was given carte blanche for the project and designed a logo specifically tailored to her style, inspired by popular and queer culture, comics and the world of nightlife.

“My style has a lot of bright, happy graphic elements. Maybe it’s the queer side and the desire to be proud,” she says.

Without wanting to choose too clichéd elements, Ayesha still added motifs that often recur in queer culture, art and illustration. She went in the same direction, adding bright, vibrant colors that represent the community well without being too literal.

Here is a brief explanation of the logo's patterns and colors: