In the early months of 2020, before COVID-19 canceled the rest of the year, ColorWord Creative was asked to create a brand and corresponding promotional materials for a Juneteenth celebration in Elgin, Illinois.

The client, a city-sponsored cohort of representatives from various arts and culture organizations, asked that the design feature bold colors—red, green, and black, in particular—to represent African-American culture. They wanted an icon that conveyed movement and strength, highlighting both the joy of the celebration and its continued relevance and power.

We dove into research, explored textiles and photography, and collaborated with the team to deliver the event logo.

Sadly, soon after we completed the project, the celebration was canceled due to Covid shut-downs and the artwork never saw the light of day.

But in honor of Juneteenth 2021, we decided to share the design here, and dig a little deeper into the symbolism behind those bold colors associated so closely with Black culture.

The Pan-African Flag

Designed by the leader of the Universal Negro Improvement Association, Marcus Garvey, the flag was created as a symbol of Black freedom and unification.

One hundred and one years ago, the Pan-African flag came into existence. Designed by the leader of the Universal Negro Improvement Association, Marcus Garvey, the flag was created as a symbol of Black freedom and unification. It also served as a direct and pointed response to a popular, horribly racist song of the early 1900s.

“Show me the race or the nation without a flag, and I will show you a race of people without any pride. Aye! In song and mimicry they have said, ‘Every race has a flag but the coon.’ How true! Aye! But that was said of us four years ago. They can’t say it now.” - Marcus Garvey

Choosing Red, Black, and Green

The three broad slashes of red, black, and green were chosen with intention. Each color was selected to symbolize a specific aspect of what it means to be African-American:

Red represents blood. It honors the men, women, and children who lost—and continue to lose—their lives in the fight for liberation and equality. It serves as a reminder of their sacrifice.
Black stands for Black people. According to the Pan-African Alliance, it symbolizes African soil, melanin, and compels remembrance that “Black men and women are all unified as members of one family.”
Green symbolizes growth. It denotes the prosperity and fertility of Africa.

From America to Africa

Since its origin in 1920, the Pan-African flag has inspired banners and pennants across Africa. Countries like Kenya, Malawi, and Ghana began to win their independence and incorporated the red, black, and green of the Pan-African flag into their new symbols of freedom.

And it continues to wave across the U.S., from flagpoles and through the streets in the continued fight for Black lives.

Celebrating Juneteenth

Juneteenth, or “Freedom Day,” is celebrated every year on June 19, in recognition of the day in 1865 when the last enslaved Americans were finally informed of their freedom—more than two years after the Emancipation Proclamation of 1863.

You can read more about the history of Juneteenth and some ways to commemorate the day in this article from the New York Times and this piece from Oprah Daily.

And here’s some great news: many local Juneteenth events are happening in-person this weekend (including in Elgin), so be sure to check your community calendar for ways to celebrate near you.