So does it matter? Does a Rothko-like avatar have any more meaning or weight than the typical "CLICK LIKE IF YOU LOVE YOUR SISTER!" junk that already clutters up your stream? My friend Ginnette, who is straight, thinks it does. She calls it "a truly spontaneous gesture of solidarity" -- one she hopes makes a statement to her friends here and back in her native country of Costa Rica. She adds, eloquently, "A lot of my public displays supporting change go to my cousin Oswaldo, who taught me how hard and how easy it can be to just love." Another straight friend, Stacey, acknowledges that "although I know that what happens on Facebook will do nothing to change the mind of SCOTUS," it's a personal affirmation – "one more reinforcement to a cause I believe in." And Pieter says simply, "A 'yeah, me too' is a good thing." My colleague Kera, who is gay, meanwhile says, "There is something so incredibly moving and overwhelming when you open your FB page, and you see friends from all over the country, indeed the world — straight, gay, left, right — taking the time to swap out their mugs for the HRC symbol in solidarity, so that your entire newsfeed is one big same-sex marriage rally." 

 About Our Logo 
 
 The Human Rights Campaign logo is one of the most recognizable symbols of the lesbian, gay, bisexual and transgender community. It has become synonymous with the fight for equal rights for LGBT Americans. 
 
 The logo — unveiled in fall 1995 — helped usher in a new era for the organization, which had previously been known as the Human Rights Campaign Fund. When HRCF was founded in 1980, it was primarily a fund for supporting pro-fairness congressional candidates. The rebranding in 1995 announced to the country that, in the words of then- Executive Director Elizabeth Birch, "We're so much more than a fund." 
 
 The logo was the final touch on a complete reorganization of HRC. In addition to the well-established lobbying and political action committee capabilities, new Foundation programs — including the Workplace Project and Family Project — were added. All of HRC's research, communications, marketing and public relations functions were broadly expanded. HRC began a long period of robust growth and became respected as one of the largest and most effective mainstream advocacy organizations in the country. As Birch would often say, "A logo is only as meaningful as the hard work and standard of excellence it represents." 
 
 The new name and logo reflected the wider goals and influence of the organization, which grew in strength to now spread the message of equality to every corner of the country. 
 
 The genesis of the HRC logo began with Birch's vision for a unifying message for the organization. Birch formed a committee that included current and former HRC senior staff such as Cathy Nelson and David Smith and board members and marketing talents such as Lisa Sherman, Wes Combs and Bob Witeck. She also enlisted the help of marketing and design firm Stone Yamashita. Birch had worked with Keith Yamashita while at Apple Computer and admired Robert Stone's clean and exciting design style. Susan Schuman, also from Apple, joined Birch at HRC and helped guide the new positioning and branding efforts. 
 
 Stone Yamashita created 10 potential designs for the logo, some of which were variations on the old torch logo. Birch was drawn to one depicting a yellow equal sign inside of a blue square. Though it was the second-favorite choice among focus groups, Birch and her committee insisted on the simple, bold design. 
 
 After four months of work to reinvent the organization's branding, the logo was introduced with new HRC letterhead, business cards and a campaign T-shirt. (The shirt is still sold in HRC Shops and on shop.hrc.org.) 
 
 The logo started popping up everywhere. In doing research for a bumper-sticker purchase order, staff member Don Kiser, now HRC's creative director, learned that a square logo — different from the traditional rectangular bumper sticker — would cost just pennies to produce. The logo sticker was — and still is — distributed to new and prospective members who, in turn, help draw attention to HRC's work by placing the sticker on their cars and windows. 
 
 Before long, the HRC logo was as visible at pride celebrations and other LGBT events as the iconic rainbow flag. Today, the HRC logo can be spotted the world over, from cars in Japan to the backpacks of hikers in Tibet. 
 
 In late March 2013, as the U.S. Supreme Court was hearing arguments in two marriage equality cases, HRC shared a red version of its logo – selected because the color is synonymous with love - on Facebook and Twitter and asked supporters to change their profile photos to show their support. The campaign went viral, and celebrities such as George Takei, Beyonce, Martha Stewart and others helped draw attention to the movement. Millions of people shared the logo, countless memes were created in response, and Facebook saw a 120 percent increase in profile photo updates. The Internet was awash in red and displayed the growing support for marriage equality in the U.S. and the world. 
 
 The campaign put the spotlight on HRC and spread awareness about the organization and its original blue and yellow logo. Whether the logo is seen on a T-shirt, an HRC publication, a lawmaker's lapel or as a backdrop for a historic speech by the president of the United States, it sends a message that the Human Rights Campaign and its more than 1.5 million members and supporters will remain vigilant in the fight for LGBT equality.
– Those red equal signs popping up all over Facebook and Twitter in support of gay rights have their share of critics—"meaningless gesture that accomplishes nothing" is a common theme—but Mary Elizabeth Williams at Salon says those critics are missing the point. True, the logo, which is a tweaked version of the regular logo of the Human Rights Campaign, is an easy gesture to make and one that reaches only your Facebook friends instead of, say, a Supreme Court justice or a member of Congress. "Ultimately, we all know that Antonin Scalia gives zero craps what your avatar is," Williams says, but that's the point: "It’s a statement of love and support to the people who matter most—the ones you call your friends. And it’s a sweet, simple, powerful way of showing that when you take the faces off Facebook, you’re left with a lot of big, open hearts." Click for Williams' full column.