Ubunikazi Bomkhiqizo Ukwakha ukwakheka komkhiqizo we-Pride, iqembu lisebenzise ukufundwa kwezilaleli ezihlosiwe ngezindlela eziningi. Lapho iqembu lenza ukwakheka kwe-logo nobunikazi bebhizinisi, lalinaka imithetho ye-psycho-geometry - umthelela wamafomu wejometri ezinhlotsheni ezithile zabantu be-psycho-Ukukhetha kwabo. Futhi, ukwakheka kufanele ngabe kudala imizwa ethile phakathi kwezilaleli. Ukuze uzuze umphumela oyifunayo, iqembu lisebenzise imithetho yemiphumela yemibala kumuntu. ngokuvamile, umphumela ube nomthelela ekwakhiweni kwayo yonke imikhiqizo yenkampani.