THE CHALLENGE: GSBA, the Greater Seattle Business Association, is the LGBT chamber of commerce in Seattle, which for 35 years has helped the community grow and business leaders thrive. The largest such organization in the United States, the organization’s logo was not reflective of its dynamic, innovative nature. In addition, GSBA had several sister brands, including the GSBA Scholarship Fund and Travel Gay Seattle, which it needed to align and rationalize with the parent brand. To that end, GSBA contracted with GreenRubino to both analyze its brand architecture and create a new logo more in keeping with the organization’s promise and personality. The brand architecture process determined that the GSBA and the Scholarship Fund needed closer linkage to share brand equity with each other.

RESULTS: We created a new GSBA logo—locked up with the tagline, Equality Is Good Business—that is vibrant, lively, modern and effective in telling the organization’s story. A similar logo in different colors was created for the Scholarship Fund, enabling brand equity to flow between the GSBA and the GSBA Scholarship Fund. Both sides of the organization now have an updated look and feel that more closely match their promises.