Some time ago, as a senior in-house designer for a large media agency, I was tasked with creating a visual identity for a large DEI initiative aimed at Black professionals. As the only Black person on the design team (Jamaican and Canadian descent), I was passionate about creating something that conveyed a sense of integrity I felt was missing in the conversation. My creative challenge was this: How do you represent Black people in a way that authentically acknowledges the nuances of Black culture and its current place in our society?

This month, I found myself thinking about that question again as I discovered all sorts of communications around Black History Month. Whatever your opinion of  BHM, I’m sure you’re able to imagine the posts coming out of the majority of comms departments. Think geometric patterns, curly-haired silhouettes, black, green, yellow, red, and maybe a fist or two.

‍

“I’m Black but that doesn’t mean I can identify as ‘African’ nor do I want to be understood only as a child of racism or injustice.”

‍

This general design direction of Black History Month is where, as a Black person, I’m meant to find something of myself represented. Don’t misunderstand me, I believe those elements embody important cultural and historical aspects. For example, the colours are pan-Africanist–adopted from the Ethiopian flag because it was one of the only African nations not colonized. Regarding curly hair: a 2023 study found Black women experience more prejudice and fewer opportunities in the workplace because of their natural hair. So why does the typical design of Black History Month make me feel unseen?

If I were to think about this the same way we approach our branding projects at Made by Emblem, I would guess that BHM suffers from having an unclear purpose. Without a clear ‘why’ and ‘how’ to drive decisions, brands risk connecting poorly to their ‘who’— which feels to me like what’s happening here. Visually positioning Black History Month as African-inspired and Civil-Rights focused is a gesture that, in my opinion, oversimplifies an idea of Black culture. I’m Black but that doesn’t mean I can identify as “African” nor do I want to be understood only as a child of racism or injustice.

‍

“How DO you represent Black people in a way that authentically acknowledges the nuances of Black culture and its current place in our society?”

‍

So where do we go from here? Let’s start with identifying a purpose for Black History Month, here’s an example: BHM is a tool to help create a more equitable and just society for Black people in North America (the ‘Why’) by building a contemporary understanding of the Black experience through a deeper awareness around culture, representation, and history. (the ‘How’).

Measured against this example, I think many of the typical visuals associated with Black History Month would be unacceptable. These visuals don’t signal a modern or nuanced understanding of the Black experience, and as a consequence, they don’t create an improved societal experience for Black people. Which brings us back to the original question: How DO you represent Black people in a way that authentically acknowledges the nuances of Black culture and its current place in our society? Here are some examples that I think do a much better job of representing Black people.

‍

‍

‍

‍

‍

‍

‍

Where the earlier examples attempt to define what ‘Black’ means, these examples avoid defining an identity altogether. Instead, they simply place Black people (and by extension the culture of their community) as the heroes, making only subtle references to distant historical or diasporic influence. Personally, I feel connected to these people and curious about parts of the community that are new to me—but more than that I feel pride.

I know it’s not reasonable to expect the average comms or HR person to employ the same thoughtfulness and design craft as the agencies credited above, but there is an opportunity to improve. My advice is to stop leaning into the tropes and look more to the present and future. Instead of accidentally working to ‘other’ its community members, Black History Month could be a place where the Black community might shine as an example of a modern and nuanced culture.

‍