Why Pride Branding Matters

It’s June, which has meant a month of events commemorating Pride. The annual celebration of the diverse and multifaceted LGBTQIA+ community is marked in a multitude of ways—dazzling parades, debaucherous parties, friends and family get-togethers, lavish fundraisers, and more throughout the month. And for many brands, it’s become tradition to join in the festivities and show support by sponsoring parade floats, changing their logos to incorporate rainbow motifs, and selling Pride-branded merchandise. A running joke is that on July 1 these brands shed their multicolored identities like snakeskins, and the Pride paraphernalia disappears faster than you can say “heteronormativity.” We’re accepted, represented, and visible for 30 days, and that’s all we get. Read more at Fast Company.