CHICAGO, May 3, 2016
Easterseals (formerly Easter Seals), the indispensable resource for people facing today’s disabilities, launched its multi-year, organization-wide rebrand today. The new brand strategy, backed by over two years of analysis and research, debuted over Easterseals’ digital channels with the introduction of a new name, logo design, color and tagline.
“Today’s 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,” said Randy Rutta, CEO and President, Easterseals. “We’re excited to introduce the reenergized Easterseals to not only our network of supporters, but those who care about our cause, yet may not know who we are. There are over 55 million Americans living with a disability, millions we’re ready to support with this clarified brand.”
The rebrand responds to the evolution of disability in the 21st century—a cause going beyond the physical to include invisible, emotional, social and educational challenges. As Easterseals progressed—expanding in scale and scope to meet new and emerging needs in communities—public awareness became less distinct and visible. The new brand addresses these important shifts by bringing clarity to the crucial services Easterseals provides across the lifespan.
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 visible expression of a commitment to be personal, honest, determined and local. The new design around the name appears as rays of light, hope, sunshine, radiating out from the “e.” The deliberate grouping of circles in the new logo symbolize our breadth, our scope, our network, our communities, our 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 for others to join. It represents a brief distillation of the organization’s refined purpose: To change the way the world defines and views disability 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.
One thing Easterseals isn’t changing is who they support, or how they make a difference. Easterseals remains the vital resource for people living with disability, veterans, caregivers and families.
“An invigorated and refreshed brand demonstrates relevance to Americans with and without disabilities and clarifies our impact in communities across the country,” said Rutta. “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 will be a measure of our success.”
Tuesday’s launch also kicks off a three-year rollout across Easterseals’ network of 74 affiliates. By the 2019 centennial celebration, the system-wide transformation will be intact and the organization will be ready to take the next step toward a broad, multi-channel awareness campaign.
Join us as we take on disability together. Visit www.easterseals.com for more information.
For nearly 100 years, Easterseals has been the indispensable resource for people and families challenged by disability. Now, as America faces a broad range of new issues, we make a major, positive, life—changing difference in the lives of people and families challenged by today’s disabilities. The work we do every day is redefining disability for the 21st century.