‘We are innovating, growing and evolving’: Autism Spectrum Australia rebrands, unveils new name
Autism Spectrum Australia, a provider of autism-specific services and education, has revamped its branding via design agency ET Collective, with a new shortened name unveiled on Tuesday afternoon.
In an effort to reflect the organisation’s growth, the new logo and shortened name, Aspect, feature a vibrant colour scheme and thematic elements, spanning the website, social media, communications, and signage across its locations and schools.
The new name was tested, and chief marketer Robyn Eicker said the feedback was “overwhelmingly” positive.
“The transition to ‘Aspect’ represents a meaningful shift from the traditionally emphasised name of Autism Spectrum Australia,” she said.
“While both brand names are powerful and recognisable and will form part of the new branding, the single word Aspect resonated strongly with participants, students, families and staff.
“It reflects the breadth of our services and the exceptional work we do with the autistic community, while respecting the heritage of this much-respected organisation.”
The organisation’s purpose, ‘A Different Brilliant’, will remain as a key component of the new branding. The design was developed by ET Collective.
“The refreshed brand is not merely cosmetic,” Eicker continued.
“It reflects a 58-year journey that began with a small autism-specific school in Forestville, Sydney. The new branding signifies a deep commitment to our core values of empowering autistic individuals and their families, through reliability, leadership, trust, expertise, collaboration and innovation.”
Eicker said while the National Disability Insurance Scheme (NDIS) has evolved significantly with new services and providers, it has also created a shift in participant and family expectations.
“Branding is becoming a far more important factor within this customer-led market,” she explained.
“Driving differentiation in a crowded sector is important. A revitalised identity shows Aspect is innovating, growing and evolving to ensure individuals on the autism spectrum and their families receive the support and resources they deserve.”
CEO of Aspect, Jacqui Borland, added: “We’re excited to embark on this new chapter with our revitalised brand identity.
“It’s a celebration of who we are, where we’ve come from and where we are headed, signalling we are poised to continue our journey of excellence and impact.”
Subscribe to the daily newsletter
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
Aspect
autism
Autism Spectrum Australia
ET Collective
Robyn Eicker
Have your say