Hotel brand Mr & Mrs Smith is changing its name to mark the Pride celebrations in London this weekend.
The company says it is demonstrating its support for the LGBT+ community by temporarily altering its branding to Mr & Mr Smith and Mrs & Mrs Smith.
Reworked logos will feature on the brand's website as well as its Facebook, Twitter, Instagram and Pinterest pages.
The idea for the temporary rebrand came from ad agency Karmarama and data and social agency Ignition. Outbrain and Adyoulike are donating time and media inventory to activate the name change.
"As a London-born brand we hope this small gesture goes some way to demonstrating our support for the LGBT+ community this weekend," said the company's founder James Lohan. "Our aim is simply to inspire our customers to experience extraordinary places with the people they love."
This weekend's Pride London celebrations will include a parade culminating in Trafalgar Square on Sunday featuring a fly past by the Red Arrows.