(Associated Press) Bud Light said it with beer cans and Martha Stewart with red velvet cake as companies and celebrities from Beyonce to George Takei joined millions of social media users in posting and tweaking a simple red logo in support of gay marriage.

A square box with thick pink horizontal lines (the mathematical equal symbol) was offered for sharing this week by the Human Rights Campaign as the U.S. Supreme Court took up arguments in key marriage rights cases.

The image, replacing profile pictures on Facebook, Twitter, Instagram, Tumblr, Pinterest and elsewhere, is a makeover of the advocacy group’s logo, usually a blue background with bright yellow lines. The HRC made it available in red — for the color of love — on Monday and estimated tens of millions of shares by Wednesday.

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