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  • Brands are proudly putting their political stance on display
  • Brands are proudly putting their political stance on display
    Channel 4 (2014) ©
CASE STUDY

The Sochi rainbow protest: a colourful political statement

During the Sochi Olympics, big-name brands from Google to Channel 4 displayed their logos in rainbow colours to support LGBT rights. But why are brands being more open about their ethical and political stance, and do their customers really care?

Location Eastern Europe / North America / Northern Europe

Scope
Marked with controversy before they even began, it was little surprise that the Sochi Olympics drew attention for political reasons as well sporting ones. On the internet, large name corporations including Google, The Guardian and Channel 4 chose to re-brand their online logos in rainbow colours in support of LGBT rights.

But whilst this show of support seems positive, what does this simple action actually achieve? And why do it? Do brands want to be more open about their ethical and political stance, and do their customers really care?

 

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Canvas8

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