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Change your Perspective

Change your Perspective provides inclusive counselling for individuals, and business-focused accessibility training to remove workplace barriers for disabled employees and customers.

Accessibility at the forefront

As a brand dedicated to inclusivity and accessibility, it was crucial to create an accessible brand and website, while also maintaining a modern and fresh look to appeal to individuals seeking counselling services and businesses striving to break down barriers for their disabled employees and customers.

The logo mark creatively interprets the brand name by altering the perspective from which it is viewed. This dynamic approach involves a manipulation of the logo’s design elements to suggest movement or depth, effectively shifting the viewer’s perception.

Change Your Perspective logo. The icon features a pink octagon connected to an orange circle via a black shape that encompasses them, giving the impression of perspective.
Six geometric graphics based on the brand logo but with the circle and octagon displays in different positions, sizes and colours including pink, green, blue, and orange, displayed in a grid pattern on an off-white background.

Accessible, legible, type.

Two highly accessible typefaces were chosen for the visual identity.

Atkinson Hyperlegible, designed by the Braille Institute, enhances legibility and readability for low-vision readers with its clear and distinctive letters and numbers. It’s employed in our body copy and was so effective that it earned Fast Company’s Innovation by Design Award in 2019. Named after the Braille Institute’s founder, J. Robert Atkinson, it stands as a tribute to his legacy.

Zilla Slab was selected for headings. Whilst serifs with their decorative edges can make words look blurry and difficult to read — Slab serifs (characterised by their thick, block-like serifs) are considered easy to read and accessible, particularly when used in lower volumes of text such as headings.

Zilla Slab typeface sample for headings, showing bold and medium font weights with uppercase and lowercase letters, numbers and symbols on a dark teal background.

Colour usage rules

There’s a common misconception that accessible brands are often boring and lack colour and personality. However, this is far from the truth! In reality, accessible brands can be vibrant and engaging, creatively using design elements to appeal to a broad audience while ensuring usability for all.

By employing a thoughtful and strategic approach to colour and typography and establishing accessible usage rules — the visual identity for Change Your Perspective is able to meet accessibility standards whilst maintaining a strong aesthetic appeal.

Three panels showing text in White, Off-White, Pastel Blue, Pastel Green, and Pastel Pink on dark backgrounds: Teal, Evergreen, and Black, demonstrating proper colour contrast for accessibility and readability.
8 blocks demonstrating colour usage for text and backgrounds to ensure sufficient contrast for accessibility. The blocks show 'Black', 'Teal', and 'Evergreen' text on various background colours, including white, off-white, pastel blue, black, pastel pink, mid-orange, mid-pink, and mid-green.

Merch and applications

wo business cards for Change Your Perspective, one showing the logo and tagline 'Looking at things from a different angle' on a teal background, and the other displaying contact details for June Craven, Founder, against a geometric design on an off-white background. Both cards are displayed on an orange surface.
Teal hoodie with a small brand logo on the chest, displayed on a green background.
Three Instagram posts from Change Your Perspective promoting inclusive counselling, a blog post titled 'We Can't All Be Paralympians', and tips on making businesses more inclusive and accessible.
Person using a laptop displaying a Change Your Perspective branded virtual meeting background with geometric shapes in pink, green, and blue, and the company logo in the top left corner.
Close-up of a stack of Change Your Perspective brand logo stickers featuring geometric shapes in pink, orange, and black, placed on a green background."
A grey backpack with a Change Your Perspective brand logo enamel pin and a name tag reading 'Hi my name is June Craven' attached to the front pocket.
Change Your Perspective website homepage showcasing Counselling for individuals and Disability Inclusion Training and Consulting for businesses, with bold text, brand colours and logo.

Accessibility-focused brand guidelines

The brand guidelines covered all the typical elements, such as the brand’s colour palette, typography, logo usage, graphic assets and imagery. Additionally, the guidelines placed a strong emphasis on accessibility, ensuring that all brand communications are inclusive and accessible to everyone.

Adhering to the Web Content Accessibility Guidelines (WCAG), the guidelines specified the use of accessible colour combinations and sufficient contrast to enhance readability, rules governing type sizes, alignment and colours to ensure text is easy to read for everyone. Specific colour palettes tailored for communication with neurodiverse audiences and recommendations for designing graphs and charts that are clear and comprehensible.

Change Your Perspective brand toolkit overview, displaying the logo, tagline, typography, colour palette, social model of disability graphic, imagery examples and geometric perspective shapes.