Branding with Pride

Pride season is in full swing, and I can’t help but think – is it just me, or is everyone much more ‘proud’ this year? Maybe it’s because my Instagram was full of the World Pride party in Madrid which ended last weekend – but I think there’s more to it.

More and more brands are joining the celebration and recognising the LGBT+ community by turning their logos, products and communications rainbow-coloured. Or, in case of Skittles, which, in my opinion, is still one of the best brand Pride adaptations I’ve seen (and I’ve not seem them all), by removing the rainbow entirely from their brand, because “… this Pride, only one rainbow deserves to be the centre of attention…”. Clever.

Skittle Pride

It’s amazing to see so many forward-thinking brands affiliating themselves with Pride. Yes, you could argue that they’re jumping on the bandwagon for the sake of making (more) money. I won’t argue that. But looking at the bigger picture, the aim of Pride is to celebrate diversity, acceptance and to talk about the issues that the LGBT+ community is experiencing.

If brands are standing in solidarity with this mission, then I don’t see the issue. It makes us all stronger together. And in cases where the money made goes back into supporting LGBT+ communities, charities and organisations, then isn’t that a win-win?

Pride is hitting London this weekend, on the 8th July. After a few years of not being around for the parade and festivities, I was looking forward to joining the crowds this year. Alas, I will be celebrating in another way – at a gay wedding. Appropriate, don’t you think?

Mat Valencic