In the United States, 1 in 5 people live with learning and/or thinking differences (such as dyslexia and ADHD) while 1 in 4 people have some type of disability. Advocating for these underserved people is the mission of Understood and they turned to Wolff Olins to help with a rebrand – featuring a transformation of the organization’s signature “U” logo into an ever-evolving identity that visualizes “Shape the World For Difference.”
The rebrand features different shapes shifting around the signature “U” logo – representing how those in family, education, and workplace settings can be empowered with Understood’s online resources and support. The effort also features a sonic identity created by Listen to help those who have trouble with sensory processing, a custom dyslexia-friendly typeface created by the Wolff Olins team and Displaay Font Designer Martin Vácha, and illustrations by Ka Young Lee. All told, the rebrand includes a new design system; website design; brand architecture; ADA-compliant color palettes; inclusive photography, illustration, and animations; a new sonic logo, music and tone/voice guidelines to increase accessibility for all users, including those who learn and think differently.