Each of the little pictures in Scope's new branding has been created by disabled people and their friends and family through their website which invites you to "Share your story and be part of our vision!". I think this user generated approach is really bold and communicates a lot about the organisation. In fact, the online platform where users can create their own icons and messages and view other people's creations could have been an impressive online campaign in it's own right but giving it a real purpose and utilisation makes the whole thing brilliantly integrated.
My only slight reservations is about the logo itself - I think the "to..." could have worked better as a part of a tagline and worry that giving it the same presence as the name of the organisation may lead to a little bit of initial confusion. Scope do address this in a FAQ on their site but for someone just walking past one of their charity shops it might not sink in.
Overall though, I love this rebrand. I think the colour palette and the variety of the little images creates a really dynamic visual that tells me that Scope is a vibrant and energetic organisation. In a social, digital world where "brand" is no longer just about a voice from above telling people who they are and why they should buy their products/donate to their cause etc I think Scope are really forward thinking with this new look. I look forward to seeing how it translates in the charity's literature; as a some-times designer I think the potential for creating really eye-catching materials is huge and the whole project is just really exciting.
If you've yet to see Scope's recent rebrand I recommend you have a little look on their website here. I'd love to hear people's thoughts so let me know what you think.
