Branding Keystone Business Alliance
Formerly known as the Central Pennsylvania Gay and Lesbian Chamber of Commerce, Keystone Business Alliance is committed to expanding the economic interests of LGBT and allied businesses through education, advocacy, and partnership with the local business community.
The name and marque were outdated. The name needed to be more inclusive of just gays and lesbians. It also needed to represent the allies that support the LGBT businesses.
Christman Consulting led the committee through exercises designed to build out the association’s brand essence. From this a new name for the organization and a direction for a logo could be solidified.
The result was a logo that was unique yet similar to other regional chambers in Pennsylvania embracing allies and leveraging their community. We also included a tagline with the logo lockup to support what Keystone Business Alliance is: “Central PA’s LGBT Chamber of Commerce.”
Meanwhile the national chamber was going through their own re-branding but little information was shared. Take a look at how our vision complements the National Gay and Lesbian Chamber of Commerce’s new marque.