Scope's brand refresh

The world has changed a lot in recent years. We have been living through turbulent times, and often disabled people have felt forgotten. First during the Covid-19 pandemic, and then again with the cost of living crisis. Our call for an equal future is more urgent than ever.

That’s why we’re proud to unveil our refreshed brand.

Our new look and feel will help us to reach this generation of disabled people. A brand that reflects the lives of disabled people in 2024. We will be bolder, more vibrant and more diverse in order to reflect the audiences that we need to reach.

And we’ll do so with our most accessible brand yet. We’re here to communicate with everyone. Disabled people and non-disabled allies, too. Because if we want to achieve equality, we need to work together. It’s going to take all of us.

Every day, millions of disabled people face barriers to fulfilling their potential. Whether that’s facing negative attitudes, being denied work, or having to manage extortionate costs. We are held back in so many aspects of society. Last year we launched our 10-year strategy, An Equal Future, to address this unfairness. Our new brand will help us realise our strategic goals by reaching more people, expanding views and inspiring action.

Working together

At the heart of our brand is a commitment to put lived experience front and centre. This will help us to better reflect the diversity of the disabled community. We’ll work with disabled people with a wide range of conditions to co-create content and amplify their experiences.

Our brand refresh also introduces a new strapline - ‘Creating equal futures with disabled people’. This reflects our commitment to working together with disabled people to make change happen.

Over a year, almost 1,000 disabled people and parents and carers of disabled children helped to shape our brand refresh. We conducted surveys, consulted our lived experience panel, and held focus groups around the country.

The result is a more authentic brand experience, that will help us to mobilise a movement for change.

An accessible brand for everyone

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

What does an equal future look like?

Our mission is clear. We are determined to create equal futures with disabled people. 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.  Join us.