CADA Design has created a new identity for the Queen Elizabeth’s Foundation for Disabled People to re-position the 65-year-old charity’s current identity. The London group was appointed after a pitch against rivals including Smithfield Design.
The old identity depicted a wheelchair symbol which did not communicate the scope of the charity’s work, according to Tony Richins, director of fundraising and marketing for the foundation. He says: “The charity incorporates a range of disabilities, not just wheelchair-bound people. For some of our different centres, a wheelchair icon is wholly appropriate, but for others, irrelevant.”
The new icon features an open flower which, in early research, appeared to convey inspiration, leadership and care, says Richins. It also embraces the range of disabilities that fall under the foundation’s work, such as training, mobility and life skills centres. He adds that the foundation never fully “owned” the wheelchair icon, which is an internationally recognised symbol for the disabled, and was anxious to create a logo which it could be closely associated with.
According to CADA director David Anderson, “With an organisation of this type, it is important to create a marque that does not alienate existing members, staff, contributors and volunteers.”
“The key is to find a new, positive image that takes the charity forward while reflecting its spirit,” he adds.
CADA’s design work involves the development of a complete identity, in conjunction with Mordesign, to be used across a variety of applications.
CADA Design recently created the corporate identity for on-line wine company opimia.co.uk, which offers information on wholesalers, retailers, auctions, wine regions and travel. It also designed the new interiors for Whistlestop convenience store.