ABOUT

As the UK’s leading disability equality charity, Scope has spent over 70 years supporting disabled people. Its focus has broadened from cerebral palsy to all disabilities, emphasising systemic societal change. With the pandemic and rising costs, Scope aims to be a catalyst for this change, shifting the brand from service provider to a campaigning movement. This will position Scope as a distinct, recognisable, and irresistible voice within and beyond the disability sector.

Scope needed a brand that put disabled people at its core. We created a mindset shift, focusing on amplifying disabled voices and experiences. A new identity, diverse and vibrant, was crafted to represent the new generation of disabled people. The ‘O’ in the Scope wordmark became a ‘space for amplification,’ and accessibility was prioritised throughout. Involvement from almost 1,000 disabled people and allies ensured this brand truly represented their needs and perspectives.

Scope had the opportunity to become a distinct, recognisable and irresistible voice within the sector. Everything they do is to amplify the voices of the community.
Our visual identity uses this inspiration and creates a ‘space for amplification’ in all communication. This space is always present and represented in our logo and put to action throughout the brand expression.
We use the ‘Amplification Circle’ flexibly to reinforce our message, provoke action or tell the everyday truths in imagery and illustration.
At Scope there are a wide number of topics to amplify; from hard hitting facts, directive action, to inspiring narratives and personal stories.

As a catalyst for change, Scope's logo adapts to represent the unique perspectives of our disabled community and our evolving role in society.

We wanted accessibility to go beyond purely functional details: creating a brand that was truly inclusive: diverse, ageless, able to deal with intersectionality, with the ability to be playful and yet urgent.