Leonard Cheshire

Putting the ability into disability

Never underestimate the power of positive thinking. The UK’s leading disability charity needed a new brand to boost public awareness and provide a focus for its ambitious development plans. We came up with a core thought, ‘making a positive difference’, around which their identity developed.

To aid understanding of their specialism, we added the world ‘disability’ to the name, and, in a simple and inspired move, we highlighted the word ‘ability’. Along with the vibrant colours of the logo and the inspiring photography, it all added up to an uplifting, positive solution that powerfully communicates the charity’s values.

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