Scope has rebranded after a consultation that involved almost 1,000 disabled people as well as parents and carers of disabled children.

The consultation included surveys, discussions with the charity’s ‘lived experience panel’ and focus groups held nationwide.

“The result is a more authentic brand experience, that will help us to mobilise a movement for change,” said the disability charity’s executive director of digital and marketing Kwesi Afful.

He hopes the new brand, which involves a new font and a purple and yellow colour scheme, will reflect the charity’s aim to be “bolder, more vibrant and more diverse in order to reflect the audiences that we need to reach”.

“We’ve made over 100 accessibility improvements to our brand, in consultation with disabled people,” he said.

“We tested over 3,000 colour combinations to get the best colour contrast. Our main font Labil Grotesk sets new boundaries for visual accessibility and readability. Our new icons will always sit on a yellow circle to allow for easy navigation and clear signposting.”

The rebrand also involves a new strapline - ‘creating equal futures with disabled people’.

“Our mission is clear. We are determined to create equal futures with disabled people,” said Afful.

“This means a future where all have the same rights and opportunities, no exceptions. Where disabled people succeed in all areas of life, and where negative attitudes are transformed.

“We want to end disability inequality and support greater opportunities for the UK’s 16 million disabled people. We need a transformation in attitudes.

"We must address the extra costs we face. We need to be recognised for the value we bring to the workplace. And we need a benefits system that actually works for everyone.

“Our new brand voice will focus on calling people in to join us in our mission. We’re here to build a movement that will achieve transformational change in society.”

---