New Logo Symbolizes the Future Built on Powerful Rally Cries of the Past
LOS ANGELES, May 22, 2019—In 2019, the Los Angeles LGBT Center—the largest LGBT organization in the world—is celebrating its 50th anniversary. To commemorate this momentous occasion, the Center worked with ad agency RPA to create a striking new logo that celebrates the relentless efforts of the community in the fight for equality by using images from multiple protest signs to create a singular symbol.
To both pay tribute to the movement’s past and convey the momentum that’s being carried into the future, the Center with RPA and Raconteur, a consultancy focused on a creative storytelling approach to marketing, created a logo out of 292 images from collections at ONE National Gay & Lesbian Archives at theUSC Libraries. Images included some from Chuck Stallard, a photographer whose largest body of work covers the war against HIV/AIDS as seen from the battlefronts of street demonstrations; Pat Rocco, an activist who documented the LGBTQ rights movement in film and photographs; and the Center’s archive. All the images were taken from protests from the past 50 years from several different mobilizations around the U.S., mainly in Los Angeles. This video, narrated by Patricia Arquette, tells the story of how the innovative logo was crafted.
“This is a historic moment, for our Center and the LGBT community. The Forward for 50 logo created by RPA perfectly encapsulates where we’ve come from, who we are, and where we’re going, as an organization and a community,”said Center Director of Marketing & Communications Kelly Freter.
More than 125 letters or symbols were chosen from different protest signs to make up the logo. The new “Forward for 50” logo directly speaks to the Center’s 50-year commitment to moving in just one direction — toward progress, by honoring the decades of struggle that have paved the way to freedoms and acceptance.
As the Center and its community look to meet the challenges of the future, a typeface that celebrates the 50th anniversary borrows each of its letters directly from the powerful signage of the movement’s past and serves as a reminder of the passion and sacrifice required to make this lasting change happen. The font will be available for download on the Center’s website. Additionally, stencils created out of the font easily enable people to create present day signage of their own in celebration of the progress made over the past 50 years.
“We instilled the passion of the movement directly into our logo by using letters from multiple protest signs to create a singular, symbolic phrase—Forward for 50—that they can carry with them into the future,” explained Jason Sperling, SVP/Chief Creative Development at RPA.
Los Angeles LGBT Center in 2019
The Anita May Rosenstein Campus, completed in April 2019, provides an array of wraparound health and recreational programs and services for some of the most vulnerable youth and older adults in the community, as well as desperately needed affordable housing for seniors and homeless youth. The mixed-use development includes a robust Senior Services Center for residents and other senior clients, and an innovative Youth Academy that focuses on youth empowerment through education and employment. The campus houses 60 transitional beds for homeless youth, a 40-bed emergency shelter, 75–100 affordable housing units for seniors, and up to 35 studio units for young adults. There are an estimated 65,000 LGBT seniors in Los Angeles; by 2030 that number will more than double. The Center’s Senior Services program has seen a 450 percent increase in clients over the past five years.
The Center will also be hosting a gala in September 2019 at the Greek Theatre to celebrate their 50th year.
About the Los Angeles LGBT Center
Celebrating its 50th anniversary in 2019, the Los Angeles LGBTCenter has cared for, championed, and celebrated LGBT individuals and families in Los Angeles and beyond since 1969. Today the Center's nearly 700 employees provide services for more LGBT people than any other organization in the world, offering programs, services, and global advocacy that span four broad categories: Health, Social Services and Housing, Culture and Education,Leadership and Advocacy. We are an unstoppable force in the fight against bigotry and the struggle to build a better world; a world in which LGBT people can be healthy, equal, and complete members of society. Learn more at lalgbtcenter.org.
RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency whose mission is to create ideas and experiences that put “People First” within a culture that empowers individuals and teams. RPA has a proven track record of building brands while building businesses into positions of category leadership, and has been rewarded with many long-term client relationships because of it. RPA’s client list includes American Honda, ampm, Apartments.com, ARCO, CoStarGroup, Farmers Insurance Group, La-Z-Boy and Southwest Airlines. For more information, visit http://www.rpa.com.