Ditching Pride Logos: These Big Companies Are Staying Colorless This Year
- By Daniel Huefner
- 3 Min Read
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Every June, the queer community busts out their rainbow flags and parties in celebration of Pride Month. This month is all about acceptance, equality, and a reminder of the plight of LGBTQ+ individuals. Companies have long used this month to show their support through various means, both internally and externally. One common method has been to replace their regular logos with colorful rainbow variants on platforms like LinkedIn. However, some big German companies seem to be skipping this practice this year, as a side-by-side comparison of their LinkedIn profiles reveals.
Take Lufthansa for example. Unlike previous years, the iconic crane flew sans rainbow colors this year. When asked about the change, a spokesperson cited "Pride activities in various countries" that the company is participating in "comprehensively and as planned." This includes the display of rainbow flags at company buildings and attendance at Pride events. Yet, the corporate logo remained in its original colors in 2022.
Joining Lufthansa in the colorless club are car manufacturer BMW, chemical producer BASF, industrial conglomerate Siemens, and software giant SAP. Last year, SAP boldly displayed its white lettering against the blue trapeze of the Progress Pride flag. This year, however, the logo remains in its simple white and blue form.
It's unclear why SAP, BMW, and the others have chosen to forgo the rainbow logos this year. No specific reasons were provided by company spokespeople, but they each emphasized their commitment to promoting inclusion, equal opportunities, and a safe working environment. Other efforts might include internal networks, anti-discrimination measures, and various events throughout the year.
BMW in Munich asserted, "Changing a logo for a month is easy; ensuring that our employees are respected throughout the year and recognized for their diverse perspectives and talents requires commitment." SAP, too, felt that "True connection with the LGBTQ+ community is shown through actions, not just an adapted logo." BASF explained that they wished for "stronger, more active, and exchange opportunities." Instead of merely commenting on contributions, they plan to focus on more Pride Month-related posts and user interactions this year.
Corporate logos in rainbow colors have been a point of contention for some time, with critics questioning whether they truly signify solidarity with the queer community or simply serve as a form of image management. In 2021, social media users accused companies like BMW of hypocrisy for adapting their logos in Western countries alone.
Some companies may have adjusted their efforts in response to criticism. However, it's also worth noting that overall support for the queer community appears to be waning in other ways. Many event organizers in Berlin, Cologne, and Munich have reported a significant drop in donations, particularly from certain sectors of the economy.
The withdrawal of American companies is particularly striking. For instance, this year's Berlin CSD (Christopher Street Day) has no American sponsors - a first. Similar observations have been made in Cologne and Munich, where companies that had long been engaged have retreated. A spokesperson in Munich attributed the decline to influence from US headquarters, steered by the political climate under Donald Trump. The former president had directed similar bans on Diversity, Equity, and Inclusion (DEI) programs in US federal agencies in January, and companies were pressured to distance themselves from such initiatives, sometimes through direct letters from diplomats to European partner companies. Some companies now seem to be scaling back their efforts due to concerns over their US business.
- Donald Trump
- Diversity
- BMW
- BASF
- SAP
- Lufthansa
- Siemens
- Despite the Commission's proposed directive on the protection of the environment, some individuals question the authenticity of corporate environmental initiatives, particularly when reflected in rainbow logos, viewing them as forms of image management rather than genuine displays of solidarity on social media platforms like LinkedIn.
- In the realm of politics, the reduction of support for the queer community, as evidenced by the withdrawal of American companies sponsoring Pride events in Berlin, Cologne, and Munich, can be linked to the political climate under former President Donald Trump, who promoted bans on Diversity, Equality, and Inclusion programs in US federal agencies.
- In line with the themes of fashion-and-beauty, entertainment, and general-news,changing one's lifestyle to include greater support for social issues like LGBTQ+ rights can often require more than a temporary change to a logo, as companies like BMW, BASF, SAP, and Lufthansa seem to be emphasizing, focusing instead on comprehensive measures to promote inclusion and create a safe working environment throughout the year.
