MagneticNorth has created an identity for a new BBC project to help people with neurological conditions (such as Tourette’s, dyslexia and autism) in the workplace.
The logo and the brand’s font is simple and clean, reflecting research that claims that “people on the autistic spectrum can find complex patterns unpleasant and distracting. Likewise, the colour palette for the brand was intended to feel calming and accessible for all, yet bold enough to stand out amongst other campaigns.” (src: magneticNorth).
CAPE, an acronym from “creating a positive environment” was developed by the BBC. Only 15% of working age people with neurodiverse conditions are in employment, and this longterm project aims to promote the notion that they “have unique talents and skills that are not currently being harnessed affectively in the workplace.”
The branding is currently featured on print posters, digital screens, leaflets and event branding.
As someone with a huge interest in social design, projects like CAPE reinforce why I love my industry. Designers (and general creatives) have the ability, and opportunity, to communicate and educate using their talent, for the greater good. What an incredibly special skill to have!