Customer: British Dyslexia Association
When the British Dyslexia Association (BDA) approached us for a brand redesign, we saw an opportunity to not only refresh their image but also transform it. With their 50th anniversary on the horizon, we understood the need for a brand that reflected their identity, embraced digital adaptability, and engaged their key audiences. Post-COVID, the competition for charity funding had intensified, and the BDA felt they were losing touch with their evolving target audiences. We saw this as a chance not just to meet their needs but to exceed them.
The brief
BDA required a brand refresh, prioritising accessibility, digital-first adaptability, modernity, and flexibility. Our deliverables included:
- A visual identity
- A new logo and logo usage guidelines
- A system for sub-brands
- Fonts, colours, and tints
Our process
The BDA had already conducted internal market research, which we incorporated into our approach. We immersed ourselves in their findings, engaged in discussions, and listened closely to their vision, ensuring a collaborative process that made everyone feel involved and valued.
Early on, we developed initial concepts and shared colour palettes and design directions with the client to ensure alignment. This early feedback loop was crucial because the new brand was a significant departure from the existing one.
Key considerations
Typography
A major focus for the brand redesign was selecting a dyslexia-friendly font, which accounted for many of our discussions. We leveraged our relationships with typographers to explore custom font adjustments. Ultimately, we collaborated with the designer of LDN Kono who created the font for London’s transport system. Known for its readability we discussed modifying specific characters (notably ‘a’ and ‘g’) to enhance accessibility for dyslexic readers.
The result was a bespoke typeface, LDN Kono BDA, now officially recognised as an alternative to LDN Kono. This development improved readability and added historical and functional credibility to BDA’s brand.
In addition, we extensively researched type hierarchy, line lengths, paragraph structure, spacing, and colour contrasts to ensure optimal legibility for dyslexic individuals.
Logo & design concept
In addition to dyslexia, the British Dyslexia Association (BDA) supports individuals with Dyscalculia and Dyspraxia, forming a trio of interconnected challenges. These three Ds became the foundation for our design, symbolising unity, inclusivity, and the community’s collective strength coming together in support and empowerment.
The overlapping elements within the logo convey the multifaceted nature of dyslexia, spanning education, support, advocacy, and accessibility. This reinforces BDA’s mission as a hub of information, where dyslexic individuals and their supporters can find resources and support.
Colour palette
The previous colour scheme featured dark blue and green with an exclamation mark replacing the ‘i’ in Dyslexia, which was visually challenging to read. We opted for a refined blue palette, as blue is widely recognised as a calming and easily readable colour for dyslexics. As a result, the new colour scheme enhances readability while maintaining a professional and approachable aesthetic.
Results
The refreshed brand was successfully launched in time for BDA’s 50th anniversary and received overwhelmingly positive feedback, reassuring the stakeholders of its success and instilling confidence in its future. The redesign improved the brand’s digital adaptability, accessibility, and engagement with key audiences, positioning BDA as a modern, inclusive, and forward-thinking organisation.
The project elevated BDA’s brand presence and reinforced its commitment to dyslexic-friendly communication. It facilitated a sense of connection with the stakeholders and aligned BDA’s visual identity with its core mission of accessibility and support.
