LOS ANGELES, Calif. — Equality California today announced the launch of a new logo and visual identity for the organization as well as the adoption of a refined mission statement and tagline.
“Our new logo, mission statement and tagline embrace California’s leadership as a beacon of hope for LGBTQ people and the role Equality California has played and will continue to play in creating a world that is healthy, just and fully equal for all LGBTQ people,” said Rick Zbur, executive director of Equality California.
In a press statement today and through a video (above) the group explained what the changes represented:
Equality California’s new logo represents the leadership role California is playing in advancing LGBTQ civil rights and social justice for Californians and for the rest of the country and world. The new logo embeds an equal sign and the letters “e” and “c” in an icon shaped like California. The icon also can be seen as a speech bubble or microphone, symbolizing Equality California’s role in amplifying the voices of the LGBTQ community and taking them to institutions of power in California, Washington, D.C. and across the country. Finally, the phrase “for all” acknowledges that LGBTQ people are a part of every racial, ethnic and religious community and that improving the lives of LGBTQ people requires a focus on social justice for all communities of which LGBTQ people are a part.
Equality California’s new tagline, “Until the work is done,” emphasizes the reality that the LGBTQ community still lacks basic civil rights protections in most states and at the federal level, that our community is under attack from opponents in communities across the country and around the world, and that Equality California remains dedicated to achieving full lived equality and social justice for all LGBTQ people, wherever they live. LGBTQ people still face stark disparities in health and wellbeing compared to the general public, including widespread discrimination and lack of acceptance, higher rates of depression, substance abuse, suicide, homelessness, violence and interaction with the criminal justice system, and lower rates of health insurance coverage and school and economic success. These disparities are even greater for LGBTQ people who are also people of color, immigrants or transgender. Our new tag line reflects our organization’s determination to work vigorously on the significant priorities that remain to be accomplished.
Equality California’s new mission statement rearticulates our guiding objective “to create a world that is healthy, just, and fully equal for all LGBTQ people,” and how we accomplish that work. Namely, by bringing “the voices of LGBTQ people to institutions of power in California and across the United States.” Equality California advances “civil rights and social justice by inspiring, advocating and mobilizing through an inclusive movement that works tirelessly on behalf of those we serve.” The refined mission reflects the organization’s existing programmatic focus which includes work in California, Washington D.C. and in states outside California. The new mission statement also embraces the intersectional perspective that guides our work.
Equality California’s refined mission and new visual identity are the result of a yearlong pro bono strategic review, working with their boards and conducted by branding and marketing consultancy firm Prophet. Equality California surveyed nearly 1,000 LGBTQ people and allies to determine which priorities are most important to our members and community.
