Following the split from Whitbread and the GLOW (Gay and Lesbian Out at Whitbread) network, we were asked to create a new LGBT network name and identity for Costa Coffee. The aim was to build on the great work from GLOW and help cultivate an atmosphere in which all Costa Coffee employees feel encouraged and motivated to ‘bring their true selves to work’. The LGBT network is a vibrant and inclusive employee resource providing a platform of personal development, professional growth and emotional support for Costa’s LGBT employees.
Our Strategy: true colours
There’s a great truth in the fact that at Costa Coffee there’s a belief that everyone should be able to bring their true selves to work. In the brand DNA there’s a real truth in the idea of everyone feeling welcome. So, we focused on the idea of ‘true colours’ for the group’s identity. That led to the name SHINE, a nice move on from GLOW. The logo is quickly identifiable as an LGBT network through use of the rainbow, which in this case proudly radiates out of the Costa Coffee iconic brand colour. The secondary collateral is positive and personal to reflect the values of the network.