Manchester-based consultancy MagneticNorth has created the identity for a new BBC initiative that aims to help people with Tourette’s, dyslexia and autism and other neurological conditions into the workplace.
Designed for non-neurotypical users
This diversity initiative has been named CAPE, an acronym from “creating a positive environment.” It was developed by the BBC to address the issue that currently only 15% of working age people with neurodiverse conditions are in employment by promoting the idea that they “have unique talents and skills that are not currently being harnessed affectively in the workplace.”
As CAPE is a longterm project, MagneticNorth’s CAPE identity was created to be adaptable and have the capacity to evolve as it develops over time. It was designed with non-neurotypical users in mind, and the consultancy looked into the ways different individuals interpret elements like colour, pattern and images.
Calming and accessible for all
The logo is an unfussy, clear icon and the brand’s type was kept simple, reflecting the findings that “people on the autistic spectrum can find complex patterns unpleasant and distracting,” says magneticNorth. “Likewise, the colour palette for the brand was intended to feel calming and accessible for all, yet bold enough to stand out amongst other campaigns.”
Alongside creating the identity, MagneticNorth created a brand toolkit to allow the CAPE team to easily implement the designs across new touchpoints and platforms as the project goes forward. The branding is currently rolling out across print posters, digital screens, leaflets and event branding.
MagneticNorth has previously worked with the BBC on a number of digital design projects including 2014’s refresh of the Radioplayer and a BBC Proms site redesign.