Brand Tone

Nostalgic, Reverent, Authentic, Unapologetic, Community-Focused, Inclusive, Resilient, Activist, Informative, Educational, Slightly Edgy, Provocative, Warm, Approachable

Brand Values

• •Freedom of Expression & Anti-Censorship
• •LGBTQ+ Advocacy & Support
• •Community Building
• •Preservation of History
• •Inclusivity & Acceptance
• •Authenticity
• •Resilience

Best Practices

• •Anchor in History, Speak to Today: Always ground the narrative in the rich, authentic history of Circus of Books, but frame it in a way that resonates with contemporary audiences and current LGBTQ+ conversations. Use the past to illuminate the present.
• •Embrace Authenticity & Unapologetic Language: Don't shy away from the store's origins as an adult bookstore or its role in providing explicit materials. This honesty is key to its identity. Frame it within the context of free expression and meeting a community's needs.
• •Prioritize Community & Inclusivity: Use language that fosters a sense of belonging. Speak directly to the LGBTQ+ community and its allies, acknowledging shared experiences, struggles, and triumphs. Use "we," "us," and "our community" where appropriate.
• •Channel the Spirit of Resilience & Advocacy: Let the brand's history of fighting censorship and supporting the community during tough times (like the AIDS epidemic) infuse the copy with a tone of strength, defiance (when appropriate), and unwavering support.
• •Balance Nostalgia with Forward Momentum: While nostalgia is a powerful element, ensure the brand doesn't solely live in the past. Connect its legacy to ongoing efforts, the continued importance of its story, and the future of LGBTQ+ rights and community building, especially through the lens of the Mason family's ongoing engagement.

Social Perception

Iconic LGBTQ+ Landmark, Unlikely Haven, Symbol of an Era, Champion of Free Speech, More Than Just a Store, Culturally Significant, A Legacy Brand

Copy Examples

• •Headline: Wear the Legacy. Body: "More than just a store, Circus of Books was a revolution. This [T-shirt/Hat/Item] isn't just fabric and thread; it's a piece of history, a symbol of community, and a testament to the fight for free expression. Own your story. #CircusOfBooks #LGBTQHistory #FreeSpeech"
• •Image: An old photo of the store or a past event. Caption: "Stepping back into the '80s at Circus of Books. For many, these doors weren't just an entrance to a store, but a gateway to community, to acceptance, to themselves. What are your memories of places that felt like home? Share the legacy. #TBT #CircusOfBooksLegacy #QueerHistory #SafeSpace"
• •Subject: Open the Archives: The Circus of Books Story in Photos. Body: "Before the internet, before Grindr, there was Circus of Books. A place where stories unfolded, not just in the pages of the books we sold, but in the lives of the people who walked through our doors. Our new photobook captures the faces, the moments, and the unapologetic spirit of an era. Relive the history, feel the community. Get your copy."
• •Headline: The Unlikely Story. The Unforgettable Impact. Body: "Discover the hidden history of Circus of Books. How a straight couple running a gay porn shop became accidental activists and provided a crucial sanctuary for the LGBTQ+ community. Watch the acclaimed documentary on Netflix and see why our story still resonates today. #CircusOfBooksDoc #LGBTQLegacy #MustWatch"
• •Image: A relevant historical photo or a simple graphic with the brand logo. Caption: "For decades, Circus of Books stood as a beacon – a place of refuge, resistance, and community. Today, as we [celebrate Pride/commemorate World AIDS Day], we honor that spirit of resilience and the ongoing fight for equality and acceptance. Our history is your history. #Pride #WorldAIDSDay #CircusOfBooks #LGBTQSupport #NeverForget"