About This Project
The Appalachian Equality Chorus is an LGBTQIA+ community chorus based in East Tennessee that uses music to promote inclusion, advocacy, and connection.
Founded in 2012 as the Knoxville Gay Men’s Chorus, the group began as a response to anti-LGBTQ legislation in Tennessee. What started as an act of defiance quickly grew into a regional arts organization representing singers from across the Appalachian region.
Over time, the chorus expanded to include members of many identities — but its name and visual identity had not evolved with it.
The Problem
The name Knoxville Gay Men’s Chorus had once been a powerful statement, but it began creating confusion as the organization grew.
New singers often assumed the chorus only accepted gay men, while audiences questioned why women and allies were performing. At the same time, the group was expanding regionally beyond Knoxville.
The brand itself also struggled visually. The existing logo felt dated, inconsistent, and lacked the flexibility needed for a growing organization.
The chorus needed a brand that reflected both its inclusive membership and its broader Appalachian reach.
Renaming the Organization
Working with the agency strategist and the chorus’s leadership team, the first step was finding a name that represented the organization’s evolving identity. Early naming concepts focused on two key ideas:
• Representing the entire LGBTQ+ community and its allies
• Reflecting the chorus’s Appalachian regional identity
One early concept I proposed was Appalachian Chorus for Equality, which highlighted both mission and geography. Through discussion with the client, the idea evolved into a more natural phrasing: Appalachian Equality Chorus
The new name preserved the organization’s advocacy roots while clearly welcoming a broader community of voices.
Designing the Identity
With the new name established, the next step was creating a visual identity that reflected both music and community.
The logo mark combines several symbolic ideas into a single form:
• Musical notes representing the chorus itself
• A rainbow arc referencing LGBTQ+ pride and growth
• An umbrella shape symbolizing safety, unity, and belonging
Together, these elements create a mark that reflects the chorus’s mission: using music to build a safe and inclusive community.
A vibrant color palette was developed to echo the energy of Pride symbolism while still feeling flexible across digital and print applications. The typography was chosen to feel bold, clear, and welcoming — reinforcing the chorus’s role as both an artistic and community-focused organization.
The Result
The rebrand transformed the organization from a small, city-based chorus into a regional identity that better represents its community.
The new name removed confusion around membership, while the visual identity gave the chorus a modern, flexible brand system that supports performances, outreach, and partnerships.
Most importantly, the new identity reflects what the chorus had already become:
A chorus where every voice belongs.
