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.
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.
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 a clean, bold design for easy usage across print and digital platforms. The “g” can also be used independently on promotional items.
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.
Since the rebranding project, many members of the GCA had the pleasure of working with Monarque on a number of projects. Monarque’s ideas were described as fresh and exciting by the chief executive officer. “Jean is a careful listener who is able to craft a vision from your words. He worked with us to ensure that our ideas came alive.” – Debbie Irish