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 release, EQCA said its 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 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’s refined mission and new visual identity are the result of a yearlong pro bono strategic review conducted by the branding and marketing consultancy firm Prophet.

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