While still light years away from fair portrayal in the media as well as full social and cultural acceptance, the gay, lesbian and transgender community have had a strong ally the last 25 years that has positively broadened the views of the public in The Gay & Lesbian Alliance Against Defamation (GLAAD). Established in New York in 1985, GLAAD “amplifies the voice of the LGBT community by empowering real people to share their stories, holding the media accountable for the words and images they present, and helping grassroots organizations communicate effectively.” Working from that key word, amplifying, Lippincott worked pro-bono to create their new identity, which was introduced this past March 13 at the 21st Annual GLAAD Media Awards in New York.


The new GLAAD identity is simple and clear; it plays off a recognized symbol for communication to represent the organization’s programmatic work to empower LGBT people and allies to share their stories, hold the media accountable for the words and images they present, and help grassroots organizations communicate effectively. By ensuring that the stories of LGBT people are heard through the media, GLAAD promotes understanding, increases acceptance, and advances equality. Four separate color versions of the logo are in use, in vibrant orange, green, blue, and purple. This flexibility showcases GLAAD’s range of work, from the GLAAD Media Awards to programmatic resources for media to report on LGBT issues. The colors express the diversity, energy and passion within GLAAD and the shape of the mark suggests movement, growth and momentum-all key ingredients in GLAAD’s work to build support for full equality through the media.
— Press Release
Color spectrum. Click image for bigger view.
The old logo was designed by Enterprise IG, and while it had some interesting metaphors going for it — is it a minority joining a majority? Is it various ways of life? — it was probably too ambiguous to hold the attention of the media. In contrast, the new logo is very clear in what it’s trying to communicate, even if some might comment here that it looks like a Wi-Fi icon. Whether it’s communication, connectivity or amplification, the icon works remarkably well and, to sweeten the deal, it even looks great. A nice detail — and I bring this up because most logos we review here fail miserably on the details — is how nicely the first wave of the icon aligns with the stem of the “d.” The four color variations for the logo are nice if a bit unnecessary, but why not flaunt that pretty logo in pretty colors, right?
More than anything, it’s nice to see pro-bono work being treated with the same dedication as well-paid work.



GLAAD 21st Annual Media Awards event and program.
Thanks to Cary Whitt for first tip.
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Yeah. I think this is great. The metaphor makes complete sense. And now the brand really does look, well, glad.
Big fan. I like that a lot.
It also looks to me like a gymnast’s ribbon. So their rainbow of ribbons is working for them there too.
Excellent all around. The similarity to the WiFi logo is a good thing — it’s a metaphor that’s familiar to the public, but by being on its side and connected it is distinct and immediately recognizable. The various colors and especially its execution in print further demonstrate the viscosity of this new mark. One of the stronger logos I’ve seen presented here on Brand New.
I love the use of the transparency to achieve depth rather than the now-clichéd gradients.
The typography is excellent, too, with the matching bowls of the g, a, and d all contributing to the amplification effect.
I like it. The multi-color options are a bit much, but I like all of them nonetheless.
The “color spectrum” image makes zero sense. It’s a laughable add-on.
The color spectrum is appropriate as it relates to the colorful gay flag. Nice work Lippincott.
Well done.
Nice job!
New GLAAD typeface is similar to Mobil.
Also, props for Brand New’s tweaks.
While the specific combination of Futura bold — which suited the wordmark really well, btw — and yellow/red/white shouts Shell, the various choices within the color spectrum manage to compensate that.
The whole thing is great! Even the typography, which is appropriately restrained, is well considered. The repetition of the circular forms in the g,a,a, and d has a nice rhythm. Moving from the two-story ‘a’ to the single story ‘a’ really brings it all together.
The color variations seem unnecessary? I wonder where in the world a person would have to live to not see the connection between gay and rainbows.
Great work.
I’m not sure everyone is going to really “get” the logo upon first viewing (yes they might et the amplification think but will they get why?) but it sure makes more sense than the dripping paint logo.
Its definitely its own thing, which is nice.
But here’s my bone to pick: if the organization is so concerned with amplification, why use all lowercase, the quietest form of typography? It doesn’t match.
This is a great execution of a decent concept, which is always nice to see. As Armin mentioned, doubly nice considering it’s pro-bono work. The hinting of the traditional rainbow device through multiple colours and the overlays is a neat touch, as is the reduction of the logo to pattern throughout the applications.
Still, I’m sad to see the blobs go—there was something quite charming about them, even if the typography left a little to be desired.
Interesting that the new one alludes to amplification and the old to unification. I wonder what this says about the state of gay and lesbian activism in the US?
@stormchild in the rest of the western world the rainbow flag is not synonymous with the gay movement, as far as I’ve seen it is used only in the US but a lot of European gay people know about it. The “straight” people wouldn’t normally though.
In either case, having more colors doesn’t help because it would still say “rainbow”. And I agree that it isn’t needed.
Nice idea and flawless execution. Perfect use of Futura in the logo, though Futura can look a little sloppy when used as a text font, especially by non-designers.
With identities using flexible color palettes like this, I always wonder if there needs to be a primary color set, like the orange one in this case. It’s beautiful to see all of them at once, but for both memorability sake and ease of usage, they may have to focus on one of them. Or one may simply emerge as the favorite.
The one (small) thing I don’t like is the flexible tagline. “Words and Images matter” is powerful as is. Augmenting it with “…to all of us” or “Make…” just seems to water it down.
Putting aside my personal opinion of GLAAD as an organization for a minute, I’ll say I like the logo, but see a few failings.
First, I don’t see a lock up with the organization’s full name, do they think they have enough equity in GLAAD to lose their name? I’m not sure they do even within the lgbt community, let alone the world in general. The one place in the collateral above where the name is spelled out (the green and blue 2009 performance report), where the ampersand should be, is an @ symbol.
The typography, does anyone think the double ‘a’ starts to look like a double ‘o’ in smaller sizes? Wondering if “glaad” has enough brand equity, I’m sure ‘glood’ doesn’t.
The color spetrum is just silly, and why are ‘men’ and ‘women’ on it twice. A story isn’t needed for the various color logos, just say, “look, the logo can be rendered in other pretty colors.”
The old logo had to go though.
Looks great, loving the colours and the transparency. I wonder if the type would be better in capitals - as Jef says, the lowercase ‘a’ is very close to being a circle. Also, it would make it more obvious that its an acronym… I do really like it though.
I like the new logo. Adulterers are still light years away from fair portrayal in the media as well as full social and cultural acceptance too.
While it’s a beautifully realized logo that absolutely works, personally it reminds me just way too much of the rather ubiquitous RSS icon.
Jef Nickerson—by saying “Putting aside my personal opinion of GLAAD as an organization for a minute” you are not putting aside anything as your criticism of a very good logo just sounds like you have an agenda.
To then just simply speculate about whether GLAAD have enough equity within the LGBT community is simply that: speculation. Correct me if I’m wrong, but do you have any authority or experience on the matter? Are you armed with fact?
The issue on the lower case ‘a’ looking like ‘o’? Clutching at straws here. Are you shooting down one of the world’s greatest and most popular typefaces just in order to criticise the logo?
And if you don’t see the connection, as several others have pointed out, between the spectrum of colours used here and the rainbow flag that is adopted by the LGBT community throughout Europe, and I assume America, then your opinions, possibly like your attitude, is blinkered.
As for the work itself, this is great. Strong, simple, clean, distinctive and intelligent it’s a great job. This is the sort of standard of work Brand New should be showcasing, not that snake nonsense from last week…
I like this a lot. Great use of color, everything is well balanced, very good execution.
All good, “well done” to the design team.
The color spectrum is appropriate as it relates to the colorful gay flag. Nice work Lippincott. (2)
Martin:
All I can say is this is what I see. You’re trying to paint me as someone foaming at the mouth, impatient to jump on GLAAD at any chance I get. I can only say that is not the case, you can choose if you want to believe that.
I think the organization is important, and does good work, it also has some problems that it needs to address.
Yes, I am asking out loud, do they have enough brand equity to not use their full name with their logo. Perhaps they do.
Here in New England we have GLAD Gay & Lesbian Advocates and Defenders. The organization which argued the Massachusetts Supreme Judicial Court case which legalized gay marriage in the Commonwealth. I think GLAD has more equity here than GLAAD does. And like I said, among non-lgbt people, is GLAAD really a known entity?
Yes, I am questioning if ‘aa’ might look a bit like ‘oo’ at smaller sizes. It has nothing to do with the greatness of the typeface, it has to do with rendering small in print and especially in pixels.
I understand the rainbow flag, what I don’t understand is the need to associate a bunch of feel good marketing terms with the color spectrum (I especially don’t understand why ‘men’ and ‘women’ are listed twice on the spectrum). Also, the colors of the rainbow flag already have meanings.
I actually really like the logo, I’m putting forth critiques, which I thought was the whole point of this blog.
Martin Boath: You criticize Jef for his speculation on the brand equity of GLAAD around the world and within the LGBT community then later you assume about the rainbow flag’s proliferation around the world. Are you armed with fact when you make such assumptions?
You are right though, they did a great job in the execution of this redesign but I must agree with Jef that it is odd that they don’t a version with the full name of the organization as part of the lockup. How do you raise awareness of an organization’s existence to those who are unaware with nothing more than an abbreviation?
nice job, lippincott. frriendlier, more accessible than that old weird blob.
Always nice to see solid pro-bono work. The color works great, especially in such a “colorful” organization it’s good to utilize a wide array of color palettes that compliment the brand as a whole. I’m just glad they didn’t go with lavender.
Joshua
To speak about and make statement on something that one does not know the definitive answer to is one thing, especially something where fact (or statistics) is necessary. Making something of an obvious connection between the use of the rainbow flag for the LGBT community in the US (not around the world as you suggest) with the way it is in Europe is another. I used the world ‘assume’ because I do not have first hand knowledge of the subject, not being American and all. But there is plenty of evidence to suggest that the rainbow is synonymous with LGBT, certainly in the more tolerant places in the western world. Jef may well be correct in what he says about GLAAD’s equity, but in the context of the tone of his post, and without anything to back it up, it sounded like beating on someone for reasons other than what their logo does or does not.
Jef
Not wanting this to turn into some sort of argument but I’m not trying to paint you as anything. Read my post again: I simply stated that what you said sounded like you had an agenda. Maybe you do, maybe you don’t, but if it was worded differently I wouldn’t have mentioned it.
I think the new logo is pretty refreshing and dynamic, of course I do say that wishing they used a font created in the past 5 years versus one that is in multiple brandings.
I think the old logo wasn’t awful, however the dripping blobs didn’t really make sense. I sense that they were going for the “integration” concept but it just overall looked very strange to me, sort of like an Absolut Vodka identity. Ironically, Absolut is one of their biggest sponsors.
One thing they can also improve is the website - it’s still very cluttered. It should be simple and to the point, and not make your eyes fly in a million directions.
Typo reminds me of the dpa-Logo (Deutsche Presse Agentur). Good job!
http://www.dpa.de/
rhythmic gymastic ribbons.
Glaad was in need of an update. With their new logo, they will be able to pull together cohesive campaigns specifically identifiable to them. Great job!
No kidding, Martin, lighten up. Your comments aimed at Jef were pretty aggressive.
He raised an interesting point that I was thinking, too. Can glaad stand alone without a lockup somewhere on the shelf … apparently not since some (many?) of us don’t have much awareness of this brand.
Similarly, no one has explained the two mentions of men + women on the color spectrum image. Sure, it’s obvious that it fits in with colors on the pride flag … thanks … but all those laughable “brand values” and the double dip of men + women is curious, at best.
I, for one, am glad a few of us are questioning the curious, because it’s an attractive, strong output, as a whole.
I thought GLAAD was widely well-know throughout the U.S. I’m quite aware of it and I live in Oklahoma, so….
Great great logo.
Huge improvement. Not crazy about the Futura (oddly, for me), but great work overall and miles ahead of the bizarre mess they had previously.
I’m glad* to see someone picked up Futura after Ikea so callously discarded theirs. It’s friendlier than their prior logo, which seems in line with their mission.
While the mark is gorgeous and I love the variations, it feels more electronics/audio to me. I suspect seeing it in use will build the proper association. The presentation is a typical logo-centric identity presentation. Photography will help it feel more appropriate. Nice work.
*I was physically unable to resist that.
Futura…why Futura? Far too corporate, far too Volkswagen. Otherwise - great execution.
ah, and the Color Spectrum graphic - absolutely unnecessary corporate bulls**t - how in the World turquoise equals “authentic”?
Glaad is well known across America at the least that I don’t think they need to worry about their abbreviated name. Also, I can’t speak for the rainbow flag’s use outside America, but it originated in San Francisco, and everyone knows what it means here (the U.S.).
Oh come on, it looks nice but that mark is a bit cliche.
Não vejo tanto problema assim em usar uma fonte comum, já que o símbolo tem muita personalidade.
For those of you who think that this is a venue to be stating your personal issues about the organizations, I think you should realize that this is actually a venue to voice your personal opinions of the execution of their new identity and how this identity represents them. I think it is a given that we put aside our personal opinions of the org.s. However, when we mention we are “Putting aside [our] personal opinion[s] of GLAAD as an organization for a minute”, we are, by no means, putting them aside. That is like telling someone you “don’t mean any harm but….”–the person opposite this remark, is almost always immediately offended.
Having said that, I think that this is actually one of the best uses of Futura I have seen in typography since the mid-century. I have an odd disdain for the typeface and easily spot it every time I see it used (which is, in my opinion, way too frequently). This time, I hardly even noticed it. Now that I know what it is, I might take another look and get “that feeling”, but I think my main issue is the careless execution of the typeface (which is quickly being replaced by Gotham in this way). It is special, and without much care, can be misused. This is one of the ways in which there has been much care taken in its use.
I think the ribbon/amplifier mark and color “spectrum” is very carefully executed. It is not so overtly colorful that it begs a cliché, but it clearly and gracefully represents this organization.
I could go on with a list of key vocabulary words this logo illustrates to further my point, but I don’t even think that is necessary.
I think the logo is quite good, not sure about the catch-line, “visibility leads to understanding, understanding leads to acceptance”.
I doubt somehow that this is true. I understand very well where the group is coming from and a colorful logo doesn’t make it more acceptable to me. Maybe it does to some though.
I want to like it but, it really does look like an RSS logo. The tagline is also kind of stupid. Why can’t they just say something like “Were gay. Deal with it” or something. The tagline just sounds so phony and forced. I got to give this logo a fail. Sorry.
An improvement. The use of shape, overlap, curve, and color really lends itself to design versatility. The previous signature was falling far short of the mark. I especially like the symbol’s expansion as a textural element. The whole thing just feels a lot gayer… Which is sort of the idea, right?
This is beautiful, the colors are beautiful, and it lends itself well to the collateral. I love how a line of type coming after the logo appears to be emanating from the logo.
Yes! These logos look good. The metaphor is also great in that. I have enjoyed to browse these logos.I must say these are an excellent and immediately recognizable.
This is definitely and improvement! Love the transparency and the colors. Overall, very well done… it makes for a great brand identity system. I feel like too many organizations these days fall short of the whole package, but this looks very thought out and it will be interesting to see how it expands over the years.
Really good work. Good concept, great execution. And colour variations feel completely appropriate. Don’t see a problem at all with any similarity to RSS or WiFi icons. On the contrary, such similarity would only support the validity of the logo.
Blue is traditionally a male colour and pink a traditionally female one. I would imagine men and women are on the spectrum twice to show that genders aren’t assigned a colour for life and instead can exist anywhere along the spectrum.
I’m sure you can get the meaning behind that!
This logo is a huge improvement over the old one, whose meaning, as mentioned in the review, is not immediately obvious. I love what they have done on the business cards and brochures - to take part of the logo and re-use it as abstract visual elements (and pretty ones at that!).
Really lovely.
Armin, thanks for removing Joe’s comment.
I think It is a clear and simply brand, an effective way to communicate the organization soul I think.
love the mark, not so much the type. but again, i’ve never been a huge fan of futura to begin with.
Really nice. Smart, sophisticated and well executed. The megaphone icon is great and allows for eye-catching applications on collateral pieces and introduces a ton of energy. Two snaps and a bag of chips.
Given the previous logo’s use of de-escalating dots, GLAAD could have more brand continuity by using dots that escalate in size instead of the ribbon and still communicate the same concept. The fact that the bowls in the Futura setting naturally mimic this a bit seems to only emphasize that direction. It would also completely avoid any RSS/Wi-Fi confusion. Coulda, woulda, shoulda, right? For all I know, that one is laying on the drawing room floor….
I am not familiar with GLAAD at all (in Detroit). A lock-up with their name would help the group connect with a wider audience, which seems to be one of their goals.
Love the colors; love to see this level of attention paid to donated work. The application of branding is fine, but lackluster.
Fabulous.
I like it. A lot.
Interesting uses of the brand on the following page: http://www.cafepress.com/glaad
Browse the links on the lefthand column.
But as mentioned, nowhere was there a lock up with the full organization name (I thought there may have been one hiding somewhere…)
This is infinitely better than their previous logo (which I had never seen before and I’m surprised has gone on for so long looking like that).
The whole execution here is bright and clean. It seems a bit too “easy”, particularly the choice of Futura Bold, but it’s beautiful work nonetheless.
It’s definitely better than it was. However, I feel as if I’ve seen it before.
Beautiful, simple & great.
It’s inappropriate at best and offensive at worst for Lippincott to reinforce gender stereotypes by identifying “Men” and “Women” in their spectrum graphic: men are more blue, women are more pink. And what about trans folks? Where do they fit into Lippincott’s and GLADD’s little continuum? Sadly, they don’t… they’ve been left out in the cold. Again. Glaring oversight, IMHO.
I think this is a wonderfully executed renewal of the GLAAD identity. I like Futura here - it’s lower caps characters are clean and well dressed with a hint of youthful fun. The printed material is just as enticing to look at as the logo
The only thing that doesn’t seem to fit is the “@” in the one use of the full name (green and blue middle images in the last set). I would think an ampersand would have fit much better there, in regards to both legibility and visual flow.
Seth, men and women are on both sides of the spectrum.
very nice.. the colors are great, the icon is simple and great-looking and it plays off the type perfectly.. the translucent color fields is getting rather popular in logos these days, no?
I love the way the waves of the amplification logo are used as a border across the top of a page (shown above in green “join the movement”). The logo is really adaptable. It’s great.
Seth, I think you’ve made the oversight. Men and women are represented on both sides of that spectrum, with men towards the left in the blue area and towards the right in the red area. Both sexes have one color shifted blue in relation to the other and one shifted pink in relation to the other. As for trans, I think it’s important to realize that this isn’t exactly an exhaustive list of everything every shade could represent. The variation in ways to be identified is huge within even the trans community alone. Give them a break, they’re doing good.
this looks great. it reminds me of Warm agency– http://www.warm-music.com/ but taken to the next level
I really love the look of this new logo and the concept behind it - when I first saw it without reading the rationale, it was obvious. I just wonder, as a few people have pointed out, why not use all cap GLADD? I think that may make it more appropriate - louder and bolder, and even better considering how nicely the first wave of the icon aligns with the curve of the “D” (Admin said: …how nicely the first wave of the icon aligns with the stem of the “d”)
Oops! GLAAD not GLADD.
I’m happy that you’re speaking about it so others will know! Will use for sure. To tell you the truth, I never thought of it before, but later learned, you have to reignite the place that first attracted you both and also prevent a ton of mistakes we all naturally make if you want to save your marriage
Very well done! It’s highly energetic, thoughtful, versatile and loud. I love it.