The Gate Agency team, in addition to developing the design, conducted a marketing study that made it possible to highlight the main values of the target audience of the LGBT group. The pattern is based on four style-forming elements, each of which symbolizes one of the key values of both the audience and the human rights group itself.
The target audience is representatives of the LGBT community aged 18 to 35. They are close to the idea of diversity of people and their identities, they dream of building a society in which people will not feel hatred for other sexual groups. As one of the signs for the pattern, our designers chose the symbol of the sun, drew rays of the same size. This embodies the idea of equality.
Another important symbol is focus, it means concentration on the problem of LGBT people in Russia. Visually, our sign looks like a camera focus icon.