There are many significant milestones in the history of the United States that define the continued formation and consolidation of a democratized society. One such date was April 11, 1968. On this day, President Lyndon Johnson signed an updated version of the Civil Rights Act of 1964. The significance of this version was that it greatly increased the number of acts defined by it and expanded the coverage of various areas. However, the most important point was the prohibition of discrimination in the sale, rental, and lending of residential real estate based on various criteria – race, sex, nationality, disability, and marital status. This was defined in Title VIII, the Fair Housing Act.
A wide-ranging plan of action was developed to promote the law on a mass scale, especially in areas with a high concentration of discriminated races and nationalities. For this purpose, advertising posters and billboards were created, on which a sign – a logo with the slogan about equal housing rights – was affixed, which in the future became a symbol, a “trademark .”It began to be used wherever the process of selling, renting, or lending housing involved compliance with Section Eight of the Fair Housing Act.
Meanings and History
Promoting and adopting a new version of the Civil Rights Act was long and arduous. For an entire year, from 1966 to 1967, it was constantly tabled in Congress and returned for revision, with such little demand that it looked very much like an effort to sabotage its passage. Its swift passage was facilitated by the tragic death on April 4, 1968, of the Reverend Martin Luther King, who had called in his sermons for real universal equality, not on paper. The call for free and open housing was the basis of the 1966 march in Chicago and stirred the whole world, forever linking the doctor’s name to this demand.
As a result, as early as April 11, 1968, President Johnson convinced Congress to pass a new, expanded version of the law, making it a fitting memorial to the cause to which Marin Luther King had dedicated and given his life. At the same time, it was intended in this way to eliminate the mass riots across the country caused by the assassination.
The backdrop that intensified the impact on Congress was also the situation of fighting in Vietnam, from where more and more wounded were coming precisely from the weakly protected categories of the population. “Making war” by other people’s hands by reducing the risks of casualties on the part of white Americans, a characteristic American trait, has caused increased recruitment into the infantry in the most difficult sections among young blacks and Hispanics. This becomes the cause of a large number of casualties among them. But the relatives of American heroes within the States are left with no protection for their rights and no gratitude from the Government. The enactment of this Act was to demonstrate the Government’s concern for such people.
In 1969, it was decided to celebrate with pomp the anniversary of the passage of the Act and the completion of creating rules for the formalized acceptance and consideration of complaints under Article VIII of the Act.
The adopted law does not provide for the compulsory use of the sign placed in the logo of the slogan. It is believed that the presence of such an element in an advertisement, announcement, or emblem of real estate companies indicates the desire of the seller or landlord, as well as the financial company, to observe equal housing opportunities for all potential buyers or tenants. As a result, the logo and slogans developed have become symbols of equal opportunity housing. The National Association of Realtors and the American Advertising Council have taken as their theme. The logo now “adorns” these organizations’ websites, documents, and commercials. At the same time, companies marketing this market provide free posters and billboards with the logo for realtors to place on properties that meet legal requirements. This logo is fully compliant with HUD requirements, allowing the opportunity to choose a slogan under the image according to the type of funds used in the transaction. The format and size of the logo are limited only by the place of placement in the media, the interactive Web, or the size of the media in open space.
Font and Colors of the Emblem
The logo is represented by an outline image of a one-story house with a gable roof in terms of composition. Inside the space bounded by the contours, in the center on a white background is an equal sign. This style was not chosen by chance. It harmonizes well with any background and stands out, making it especially noticeable in all situations. At the same time, it does not affect the quality of perception of the original emblems and logos of companies using this mark.
An inseparable element of the logo is the text in black in capital letters. The main, providing for the transaction with the buyer or lessee’s fixed assets – Equal Housing OPPORTUNITY. For properties available through loans from financial institutions – Equal Housing LENDER.
The text is located below the outline of the house. In the first, the letters and font of all words are the same type and thickness and are oriented strictly along the edge of the left and right borders of the house image. In the second, the letters are thinner and symmetrically on both sides, somewhat beyond the borders of the outlines of the upper image. The font is placed in 2 lines. At the top is Equal Housing. Underneath is OPPORTUNITY or LENDER. The font has a minimalist style, which ensures its clear visual perception even at a long distance, which is important for posters and billboards.