Scope has published its “most accessible brand yet” after consulting with the disabled community.
Kwesi Afful, Scope’s executive director of digital and marketing, said the charity had spent £200,000 on the brand refresh, which includes a new logo and strapline.
Its new strapline – “creating equal futures with disabled people” – is intended to reflect the charity’s commitment to being a personable ally to the disabled community.
The new font Labil Grotesk and new icons sat on a yellow circle allow better readability and navigation on the charity’s website, it said.
Afful said the research and creative development it undertook for the rebrand was expected to produce a “positive return on increased awareness and donations”.
The charity consulted around 1,000 disabled people, parents, and carers of disabled children as part of the brand refresh.
This included consulting disabled people on the accessibility of its visual descriptions, colour contrast, readability, language and alt text.
The result is Scope’s “most accessible brand yet”, with brand content meeting or exceeding industry standards for accessibility.
TikTok launch
Scope also collaborates with disabled people to co-create content and will continue to in the future – using their images as the face and model of the charity.
“So far, responses on social media [to the new changes] have been positive,” said Afful.
“And later this month, Scope is excited to launch on TikTok, opening up even more opportunities to connect with a bigger audience.”
The charity also published a 10-year strategy last year called An Equal Future which aims to strive towards a world where those with a disability can succeed with fewer barriers.
Scope said the need for its new strategy and brand refresh stem from the hardship the disabled community has suffered in the past five years.
In April 2021, the Office for National Statistics reported that 40% of disabled people in Great Britain said the pandemic had negatively affected their ability to access healthcare for non-coronavirus-related issues.
History of rebrands
As the 72-year-old charity has grown, so have its methods and practices in achieving its goals through its tests of trial and error.
In November 1994, the charity changed its name from the Spastics Society due to reservations about its former title held by staff, volunteers, individuals, and corporate donors.
In rebranded again in 2018 with a different strapline – “equality for disabled people”.
The latest brand refresh aims to help Scope and its goal of being the “authentic, diverse, bold, and engaging” charity it strives to be.
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