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.