Geneva Centre for Autism


From a small summer camp for people with autism in the mid-1970s, Geneva Centre for Autism has grown into a global leader in the development and delivery of clinical intervention services.

In time for its 40th anniversary, Toronto-based GCA retained Monarque to update the brand in a way that better reflects the organization’s professionalism and leadership across multiple platforms.


As autism spectrum disorder is a sensitive and often misunderstood topic, our strategy was to position GCA as a positive, friendly and accessible resource.

We began by redesigning CGA’s logo to create an evocative, Swiss-inspired three-letter logotype.

To ensure uniform usage and power, we also created a brand management package that includes recommendations, tagline, brand book and palette, design standards and user guidelines.


We began with an audit of peer organizations, to get a sense of how others position themselves. Certain patterns emerged: the frequent use of complex icons and illustrations; childlike handwritten fonts; and multicoloured palettes.

To differentiate GCA, we opted for a simpler approach, streamlining the icon, colour palette and typography.


The signature line — “Leading. Empowering. Inspiring.” — condenses the Centre’s reputation for excellence, action and compassion.

The typeface features simple, geometric forms that underscore GCA’s accessible culture of hope and professionalism.


The “g” icon (integrating the g+c+a acronym) is consistent with the brand’s positive energy. Note that the “g” suggests a laughing mouth.

We created the clean, bold design for easy usage across print and digital platforms.

The “g” can also be used independently on promotional items.


As a leading organization, GCA’s brand must be distinct and easily legible at even the smallest size, as it often appears alongside other logos.

We chose a vibrant red to act as a counterpoint and contrast to the secondary neutral grey accent. The red also makes a subtle reference to the Swiss flag, and to the Centre’s origins.

Monarque Hailo Photo AdMonarque School Of Design Installation