Employee Resource Groups

Overview

At CoreSite, we believe in fostering an inclusive and supportive environment for all employees. To further this commitment, we established four Employee Resource Groups (ERGs): Rainbow Connection (LGBTQ+), VALOR (Veterans), CREW (Women), and BLAC (Black Leadership and Community). As the co-chair of Rainbow Connection, I led the creation of cohesive subbrands for each ERG, ensuring they reflected our values and vision.

The Problem

While our ERGs were active and engaged, there was a lack of visual cohesion and brand identity across the groups. This inconsistency made it challenging to unify our message and fully leverage the impact of our ERGs. We needed a way to visually connect these diverse groups while allowing each to retain its unique identity.

Brainstorm

Collaborating closely with marketing and HR, I, as the sole visual artist on the project, began by identifying the core values and missions of each ERG. Together, we brainstormed how to visually represent these values through logos, colors, and design elements. We sought to create a family of logos that would be instantly recognizable as part of CoreSite, while also allowing each group to stand out.

• Rainbow Connection: The LGBTQ+ ERG, Rainbow Connection, features a rainbow in the "O" of "Rainbow" to symbolize diversity, inclusion, and pride. This vibrant design element reflects the ERG's mission to support and celebrate the LGBTQ+ community within our organization. By incorporating the rainbow, we emphasize the importance of fostering an inclusive environment where everyone can be their authentic selves. This logo also aligns with our company’s branding, ensuring a cohesive and unified visual identity while highlighting our commitment to equality and acceptance.
• Crew: The Women's ERG is named "Crew" to emphasize the sense of camaraderie, teamwork, and mutual support among women within our organization. The "C" in Crew is designed to mirror the look and feel of our company logo, ensuring brand consistency and a unified visual identity. The "R" features a woman looking forward, symbolizing empowerment, progress, and the forward-thinking vision of the group. This design highlights our commitment to fostering an inclusive environment where women can thrive, collaborate, and lead within the company.
• VALOR: The veteran's ERG, VALOR, uses the "R" in its logo to resemble an American flag, symbolizing patriotism, service, and the deep respect we have for our veterans. This design element honors the dedication and sacrifices made by veterans while fostering a sense of pride and solidarity within the group. With 37% of our operations team being veterans, this logo is a powerful representation of their significant presence and contributions within our organization. Additionally, the overall design aligns with our company’s branding, ensuring a cohesive and unified visual identity.
• BLAC: The logo for BLAC incorporates hands holding within the "B" to symbolize unity, collaboration, and mutual support among Black employees. This design choice reflects the mission of BLAC to cultivate a vibrant and inclusive community where members thrive through collaboration and professional development. Additionally, utilizing the same font as our other ERG logos ensures consistency and alignment with our brand identity, reinforcing the connection between BLAC and our broader company values and goals.

The Solution

The solution was to develop subbrands for each ERG, incorporating consistent design elements to unify them. We designed logos for Rainbow Connection, VALOR, CREW, and BLAC that shared a common visual language, including similar shapes, fonts, and a complementary color palette. This approach ensured that each ERG's logo felt like part of a cohesive family, reinforcing the connection between the groups.

Components of Creating a Subbrand

• Logos: Each logo was crafted to reflect the unique identity of its ERG while maintaining visual harmony with the others.
• Colors: A shared color palette was established to create a sense of unity and ensure the logos could be used together seamlessly.
• Typography: Consistent fonts were chosen to enhance readability and maintain a professional, cohesive look.
• Design Elements: Common shapes and motifs were incorporated to tie the subbrands together visually.

Why Consistency is Important

Consistency in branding is crucial for building recognition and trust. By creating a family of logos that look related, we ensure that employees and external partners can easily identify and connect with our ERGs. This visual cohesion reinforces the message that while each group has its own focus, we are united in our commitment to inclusivity and support.

The creation of these subbrands has significantly enhanced the visibility and impact of our ERGs. They now have a unified, professional appearance that aligns with CoreSite's overall brand. This cohesive approach has strengthened our internal culture and demonstrated our dedication to diversity and inclusion.

We are proud of the work we have done and look forward to continuing to support and celebrate our diverse community through these vibrant and unified ERG brands.