Boutique hotel brand Mr & Mrs Smith will mark the upcoming London Pride Festival by rebranding to Mr & Mr Smith, and Mrs & Mrs Smith.
The dual-branding will be served up at random on the hotel listings website over this weekend as well as on its Facebook, Twitter, Instagram and Pinterest pages.
James Lohan, founder and executive chairman of Mr & Mrs Smith, said: “Some brands show their support by pinning rainbow colours on their logos during the Pride festival, but Mr & Mrs Smith wanted to go a step further by changing its entire brand identity.”
“As a London-born brand we hope this small gesture goes some way to demonstrating our support for the LGBT+ community this weekend. Our aim is simply to inspire our customers to experience extraordinary places with the people they love.”
More than a million people are expected to gather in London for the Pride parade on Sunday.