Scope rebrands to improve transparency and legibility

After refocusing its mission on achieving a fairer society for disabled people, the charity has now got a new logo, font and colour scheme and is to change the way it communicates its work

Scope's new logo
Scope's new logo

Scope has rebranded in a bid to be clearer about what it does and become more accessible for disabled people.

The charity has this week begun using its new branding, which uses the strapline "Equality for disabled people", alongside a new campaign that calls on people to become "disability gamechangers" and share what they are doing to create equality for disabled people.

The move comes after the charity took the radical step of selling off all of its regulated residential and daycare services and focusing the charity’s mission on achieving a fairer society for disabled people.

A Scope spokesman said research had showed people were aware of the charity but were unclear on what it did and what it wanted to achieve.

"To change society and achieve equality for disabled people, we need to?be recognisable as a disability equality charity?that?offers services that support disabled people and their families through the challenges they face, brings?together disabled and non-disabled people to fight to end injustice and?runs?campaigns that will help us achieve our goal of a fair and equal society," he said.

In addition to a new logo, strapline, font and colour scheme, the spokesman said the charity would change the way it communicated and represented itself through photography and images.

The charity said it was using a customised corporate font called Hargreaves, which is named after Bill Hargreaves, the first disabled person to sit on the charity’s council. It said the font had been designed to maximise legibility, including generous spacing between letters.

The charity spent £50,000 on the design and development of the new look, including research with disabled people to understand how to develop a brand that would be as accessible as possible.

It worked with the brand and communications agency The Team.

Danielle Wootton, head of marketing at Scope, said the charity’s new brand was about bringing people together to fight for equality for disabled people.

"Every element of our brand has been created with accessibility at the heart of it," she said. "We consulted disabled people to understand the barriers they face when interacting with brands. The insight we received was integral to the end result.

"We are committed to creating a fairer society and want people to join us to make that happen, with our new brand and identity leading the way."

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