Cape logo

Did you know that only 15% of working age people with neurological conditions are currently employed? Neither did we, but the BBC, together with design studio magneticNorth, are seeking ways to change that in their recent project CAPE (Creating a Positive Environment), a “brand new diversity initiative that aims to raise awareness of the positive role neurodiversity can have in a workplace” (magneticNorth). For this they developed a visual brand identity and toolkit just in time for their recent Connecting the Dots event.


The main focus was to ensure that the logo was built on the concept that everyone thinks differently, and during the design process magneticNorth had discovered that people with autism find complex patterns unpleasant and distracting. Thus they went with a simple, abstract infinity symbol split into two halves to represent the different sides of the brain backed by a soft but distinctive gradient. The logo styling was then carried across to their “six senses” icons which were used at the event (where everything was organised by sense rather than by condition).


Cape The six senses of Neurodiveristy Cape speaker Cape our differences unite us


The typeface used creates a perfect balance – it’s smooth curves are a nice contrast with the sharp corners of the geometric icon. From the brief glimpse of their leaflet design they hadn’t added any more typefaces to the mix but instead used various weight options to differentiate between headings and body copy. This further plays on the concept of simplification. 


Cape leaflet


Overall, magneticNorth and BBC CAPE have created a very strong brand identity. Not only have they carried out extensive research to discover the best way to connect those with neurological conditions but everything seems to fit together. The whole design seems consistent, with the key example being that the style of the icons were taken from the logo. The Big Cat studio can’t wait to see the brand rolled out across their marketing collateral (or at least more pictures of their existing leaflets)…

Posted by: Greta Baker on