Most of us who type on a computer know we have a wealth of fonts and typefaces to choose from. There’s the classic Times New Roman and the modern lines of Helvetica, which was the subject of a documentary a few years ago. Now there’s a colorful new typeface named Gilbert that was inspired by Gilbert Baker, the San Francisco-based designer of the rainbow flag.

Baker died at the end of March at the age of 66, and his passing inspired marketing firm Ogilvy and Mather to create the font.

“We heard the sad news about Gilbert Baker, and we felt compelled to do it,” said Ogilvy and Mather Creative Director Chris Rowson by phone from New York City.

Ogilvy and Mather has worked for years with NYC Pride and LGBTQ film festival NewFest on a number of pro bono projects, and Rowson said designing a new typeface seemed an important extension of that, giving the LGBTQ community a tool to for creating banners, posters and signs.

“It’s a simple gesture,” said Ogilvy Creative Director Rodrigo Moran, who joined Rowson on the phone, “with an amazing meaning behind it.”