Scope rebrands with Arthur London’s user-generated system
Charity Scope has launched a new user-generated identity system, developed by marketing consultancy Arthur London, which will use illustrations provided by disabled people in a bid to increase public understanding of disability.
The identity uses illustrations provided through an online portal. These illustrations are used as icon templates in the the main Scope identity as well as in applications such as website backgrounds (pictured).
Arthur London has been working with Scope since 2009. The consultancy initially worked on a brand review before starting to develop an identity which would give a voice to disabled people, according to Arthur London partner Nick Spindler.
The user-generated system needed to be ‘accessible for disabled people and show their changing needs and aspirations, says Spindler.
‘An iconic frame of reference’ means that uploaded illustrations will ‘take on the shape or form of icons,’ according to Spindler, who says the consultancy needed to design in ‘a degree of control’.
The evolution of the identity will be controlled by Scope and will be pooled through an online Share Your Story facility http://share.scope.org.uk,designed by digital group Catch, which won a four-way pitch to design the digital execution of the brand.
All online and offline touchpoints and the charity’s 238 shops will be affected by a roll-out. Signage will feature a consistent snap-shot of the identity but in-shop posters will change frequently.
Scope says the new brand direction, which it is calling ‘a platform for disabled people,’ has been brought about by attitudes to disabled people getting worse and people not getting the support they need.
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It will be very interesting to see how this pans out.
It is a brave move, considering the difficult times charities are facing.
Despite what I am being constantly told, I’m not sure we are ready for ‘brand less’ brands, particularly in a sector that depends on consumer loyalty and instant recognition. Even these days, a button badge/sticker with a charity logo on it is a powerful tool.
I applaud the bravery of Arthur and Scope though.
Let’s not forget the hundreds of participants from the Scope family who contributed their “stories” through the Sharing Gallery online which we’ve used to create the new “living” identity.
The biggest respect to Scope for running with such a brave brand. There’s been real collaboration between @Scope, @catch_digital and @arthurlondon to execute this both on and off line.
It’s simply rubbish
It will quickly date despite it’s dynamic aspirations
It dumbs down disability and is rather patronising
It probably cost a fortune although it looks like the work of a 3 year old
It’s too clever for it’s own good and is just complete twaddle
It’s a real opportunity missed to articulate a clear and succint message about what the business does and reposition an organisation that despite its best efforts is still associated as a string of not very competitive charity shops
Brave of course-but sorry it doesn’t work for me-I’m just very, very confused by it all