The Cyndi Lauper-backed True Colors Fund wanted to update their brand. They felt that the word “fund” was confusing because they are not a fund but a non-profit that helps homeless LGBTQ teens find housing.
In evoking both a staircase and a precious gem, this logo concept for True Colors speaks to the value of diversity, a united community, and of rising up out of homelessness.
Stacked and horizontal versions of the logo allow for versatility in different communications.
The color palette
Most competitors in True Colors' category use a traditional rainbow palette. To help True Colors stand out we explored a less expected palette that still integrates bright, muted, warm, and cool colors.