The rainbow flag is the most well-known and recognizable queer symbol, but it has also drawn more attention than we might always want. This is why I’ve begun this case study. Before we embrace these symbols from both the past and present, we should first understand where they came from and why they hold significance within the LGBTQIA+ community.

This independent research study explores how brands in the U.S. leverage nostalgia to influence modern design and consumer behavior. By reviving the aesthetics of the past, colors, and branding strategies, companies create emotional connections that shape the future of marketing and product design.