The iconic colour for autism is blue and the symbol is a rainbow (to illustrate the idea of a spectrum). However we want a fresh, modern approach to our branding that avoids cliches while also keeping with the basic symbolism that people relate to autism services.
Our ideal customer is a time poor, parent of a child diagnosed with autism who feels isolated from the wider community & wants to ensure their child has the best quality of life opportunities possible in spite of their autism.
Typically a female aged between 30 to 45 who understands the benefit of having health insurance & paying for affordable specialist services to help her child engage with others & have access to the same opportunities that all children deserve. Wants to surround herself and her family with an understanding community & is educated and reasonably technology savvy.
-if you were a car – which car would you be? – Mazda
- reliable in terms of accessibility and quality of service / responsive, but forward thinking & appeals to a young family audience.
- Innovative – always looking for new solutions. Technically adept and ahead of the curve
- Aggressive – pursuit of excellence and proactive in making changes & keeping abreast of advances in the sector
- Fresh, vibrant feel at the same time mature and professional – always evolving with society
- A little bit fun and playful – no need to trivialize, but being optimistic and alive
- Needs to transcend age – has to appeal to 30-50 years adults
- If the brand was a person – what interest would it have: new technology, socially active, health and fitness conscious (would definitely walk or jog), family active (taking kids to the park, to the zoo, picnics), enjoys reading and music. Intellectual – but fun and active.
Brand / celebrity association
- Kate Winslett – active in the area, dynamic and has broad generational appeal (can appeal both to youth and older)
- L’Oreal (trans-generational feel). Great tagline ‘you are worth it’
- Nike (aggressive but fresh and vibrant). Dynamic and tech savvy
Logo has to be ubiquitous – used in different media – from off line to website, to clothing badge, magnets, calendars, etc. so may need slightly different interpretation for clothing, etc.
Functional Keywords: Autism specific, specialists, high level consistency of service, Victoria only for now, highly responsive, advocacy and support, equal standing for Autism affected families and community integration
Emotional keywords: Empowered to speak up for yourself and your family, feeling secure as support and resources are readily available, part of a SAAIF community translates into better integration into wider (general) community
To give individuals with Autism Spectrum Disorder the opportunity to feel accepted and valued as an integral member of their community, by creating a greater awareness and understanding of what it means to have autism. To facilitate quality of life outcomes and successful social integration, thereby giving families affected by autism hope for a brighter tomorrow.
Vision: For SAAIF to be recognized as the leading provider of specialist autism advocacy services and to ensure that every child, teenager and adult with autism is given the best possible opportunity to reach their full potential and be accepted and valued for all they have to offer.
SAAIF endeavours to provide the best possible quality of life outcomes for all individuals and families affected by autism through community education. We recognize that people with autism have the ability to teach acceptance and equality by showing society that a person’s worth is in their uniqueness rather than their sameness.
Core Principles behind SAAIF:
- Life membership
- Understanding: as we are one of you
- Continuous learning
- High level of response & consistency
- Autism specific
- Community focus
- Paid but affordable service
Core Identity / Category: Autism Advocacy > Disability advocacy > Disability services and support
Ideally, the logo design will be recognisable & instantly associated with the SAAIF service, with or without the word SAAIF accompanying. ie. like the "golden arches" image that's instantly recognisable & associated with McDonalds brand.