Equal Rights Institute trains pro-life college students to think clearly, reason honestly, and argue persuasively. The conversation about abortion runs high with emotion, anger, and defensiveness on both sides - ERI trains college students to have those conversations graciously and reasonably, in an effort to love both children and their mothers.
Our target market is college students who want to love well, think well, and communicate well about this issue. They understand that it is complex and requires nuanced thinking. They are intelligent, good listeners, and care deeply about making the world a better place. They are modern; fashionable but not trendy; normal people. They feel some insecurity as the result of being in the minority on college campuses - ERI’s aim is to equip them with confidence to have these difficult conversations.
Think of the friend you know who is friendly, personable, and generally liked. Their opinions are thoughtful and well-considered - surprising, even, as they often aren't the popular opinion. They aren’t loud or bombastic, but are precise in their thinking. Still waters run deep. They value established and classic things, but appreciate contemporary culture as it builds on those ideas.
Avoid over-illustrating and visual complexity, as well as overt symbolism of fetuses, scales of justice, courthouse pillars or religious imagery. Visual puns are welcome, although emphasis should placed on clarity rather than cleverness. Ideally, the logo works equally well without the pun (think FedEx). An easily-recognizable and even drawable icon is ideal - abstract symbol is OK if it conveys the above feelings. Convenient as it would be to incorporate an equals sign for an organization called Equal Rights Institute, we consider it to be too strongly associated with LGBT causes.