Disability action charity Scope has revealed a user-led rebrand based on inspirational images submitted by its beneficiaries.

Scope’s new look, which went live yesterday, will be used on all communications, in its 238 shops and on its website.

The new charity logo is comprised of 60 drawings provided by users who were asked to submit a picture representing their aspirations. One user submitted an image of a pair of glasses, saying that they hope that in the future “all disability aids and equipment become as well-designed and socially acceptable as glasses”.

The total cost of the rebrand was £96,000, representing 0.1 per cent of the charity's income, and came predominantly from the necessity to put facilities in place in order for users to submit their stories, advised a spokesperson for Scope. The charity received 159 submissions to its pilot call for aspirational images and has opened up its platform once more for submissions through its online tool in a bid to continue its efforts to create a "vision of a better future" for people living with a disability.

Scope plans to use the submissions over the coming months to inform the charity of users aspirations and create a "powerful picture of how things need to change". The result of the work so far is much more than a rebrand, said Alexandra O’Dwyer, director of communications and marketing at Scope:

“This is a new user-generated identity. It will grow with the organisation and become a platform for disabled people,” she said.

“This wasn’t the easy option. Above all the new identity is built on enormous integrity and stems from our beliefs as a social change organisation. Disability is a complex issue: everything from the messaging to the accessibility has to be appropriate.

“At the same time, basing a new identity on user-generated content brings with it a raft of engagement, design, digital and communications challenges – not least facilitating that engagement online and doing so accessibly within a tight budget. But with a lot of hard work from our fantastic in-house communications team and a couple of great agencies, we have created something that really lives up to our vision of a world where disabled people have the same opportunities as everyone else,” she added.

You can view a full gallery of the images submitted to Scope so far by clicking here.