GLAAD
Identity
Visual Systems
Launch
Analytics
Amplifying LGBT voices
GLAAD (The Gay & Lesbian Alliance Against Defamation) is dedicated to promoting and ensuring fair, accurate and inclusive representation of people and events in the media as a means of eliminating homophobia and discrimination based on gender identity and sexual orientation. Lippincott volunteered its services to GLAAD to create a clear positioning, compelling visual identity and system to help strengthen the GLAAD brand and work towards awareness, engagement and fundraising goals.
Challenges
On an emotive level, GLAAD’s brand was often more regarded in reactive terms (“watchdog”, “insider”, “powerful behind-the-scenes”) than as a shaping force (“agile”, “proactive”, “inspiring”).
Visually, the system was highly inconsistent in terms of imagery, illustration, layout and typography. The existing logo was ambiguous in meaning and had a dated feel at odds with the clear mission to be the media and communications specialists within the LGBT community.
Actions
Working closely with the staff and board, Lippincott helped define an impactful brand positioning centered on the idea of “amplifying the voice” of the community, a clear set of character attributes to shape the tone and manner of communications, and recommended visibly promoting the tagline Words and Images Matter.
Based on an assessment of peer organizations and GLAAD’s existing visual equities a broad logo exploration was undertaken to communicate the brand positioning and personality. The resulting, award-winning logo is a very clear expression of the idea of amplifying the voice and brings the desired energy and focus of communications to the organization. There are four complementary color versions of the logo and the visual system also uses the supergraphic to speak to diversity and forward motion.
The application of the visual system across numerous pieces of collateral, including the annual Media Awards shows, was also then codified into easy-to-use brand guidelines for ongoing management of the brand.