This article explores the semiotic spaces occupied by organizations working against discrimination in Sweden. Expressions of identity, norm critique, and political goals are studied in relation to word production and language policy and planning. The study departs from interviews with representatives from three organizations within the hbtqi, antiracist, and disability movements. Other resources connected to them have also been analyzed, such as glossaries. Theoretically, this study draws on Yuri Lotman's concept of semiospheres, allowing the analysis to weigh in the whole semiotic process, including meaning production, policy work, and concrete word production. This approach completes an analysis of indexical orders. The results show that (a) organizations are aware of the importance of linguistic choices, (b) when new concepts and words are spread to the public, tension can arise and sometimes objections, and (c) word meanings change when used in public discourse. (Language policy and planning, semiosphere, indexical order, hbtqi, antiracism, disability, discrimination).