Easter Seals Celebrating 100 Years With New Branding to Move into the Future
Easterseals Southeast Wisconsin unveiled "The New Face of Disability" at its brand renaissance launch party Thursday at ManpowerGroup Headquarters.
In early 2016, Easterseals' national headquarters launched its multi-year, organization-wide rebrand.
The new brand strategy is backed by more than two years of research.
By Easterseals' 2019 national centennial celebration, the transformation will be completed across its network of 74 affiliates, and the organization will
begin a broad, multi-channel awareness campaign.
"This launch is a banner for us to change the way the world defines and views disability, not as a condition that
labels people, rather a part of life that affects all of us. An invigorated and refreshed brand demonstrates
relevance to Americans with and without disabilities and clarifies our impact in the community," said Bob
Glowacki, president and CEO, Easterseals Southeast Wisconsin.
"We have a bold vision for the future, a vision where we all have the opportunity to thrive and fully participate in
our communities nationwide. It's what we work toward every day across the organization, and it will be a
measure of our success," he said.
The rebranding responds to the evolution of disability in the 21st century-a cause that goes beyond the
physical to include invisible, emotional, social and educational challenges.
As Easterseals has expanded to meet new needs in communities, public awareness has become fragmented.
The new brand addresses these important shifts by bringing clarity to the crucial services Easterseals provides to people throughout their lives.
Meet the revitalized Easterseals:
1. Name: The reimagined, single name works to strip away the public's misperception around "Easter" and "Seals" while paying tribute to the organization's legacy.
2. Logo: The new logo speaks to Easterseals' actions and unified voice. Intentionally all lower case, each letter is crafted to be open, accessible, readable, distinct-a visual expression of a commitment to be personal, honest, determined and local. The design around the name appears as rays of light, hope, sunshine, radiating out from the "e." The deliberate grouping of circles in the logo symbolizes our breadth, scope, network, communities, and the individuals served, all coming together to take on disability.
3. Tagline: Taking on disability together links Easterseals to its cause--disability--and establishes an active call-to-action. It represents a brief distillation of the organization's refined purpose: To change the way the world defines and views disabilities by making profound, positive differences in people's lives every day.
4. Color palette: Orange and yellow convey a personality that's informal, warm and engaging, and exudes
confidence and fearlessness-all traits others use to describe Easterseals. Easterseals won't change its core goal of being a vital resource for people living with disabilities and for veterans, caregivers and families.