Rebranding for Alzheimer's Society

The Alzheimer’s Society has been rebranded to banish ideas of dementia as an “older person’s disease” and make the charity accessible to a wider and younger audience.

The charity is hoping to ditch its “cold, clinical, passive” typographic logo, replacing it with a new visual identity system of a flower emblem, more colours and a spray paint effect.

The forget-me-not flower, used by dementia communities, sits behind the logo, with the new strapline “United against dementia” underneath it.

A new typeface was designed called A S Lettera, based around Neue Haas Grotesk, but adapted to make it accessible for those with dementia and those with impaired vision. Letter spacing, kerning, and letter ascenders and descenders had to be edited.

The colour palette was also adapted from green and blue to a multi-coloured, “pop-art”-inspired palette, with the main application of the logo set in a dark blue and light blue.

It will launch in April this year in a hope to boost fundraising.

WHAT IS REBRANDING? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

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