A more enabled entrepreneur

Chris Catt, a coach for people with disabilities in business, has been using the ‘Enabled Entrepreneur’ name and logo for a few years. However, the old version of the logo posed legibility issues and communication challenges across various formats and media. As a result, Chris decided to rethink his branding in a competitive industry with many refined brands..

To enhance his business visibility, Chris needed more than just a logo. The solution: a new strategic visual branding that supports his overall communications. The new identity retains popular elements from the old logo (bright color, opening door metaphor) while addressing accessibility and usability. This comprehensive visual language enables Chris to consistently communicate across platforms, boosting recognition of his services and offerings.

The logo retains the visual metaphor and colour of the original, but simplifies the shape of the icon and the visual hierarchy of the text. This leads to an overall increase of legibility and recognisability without breaking off from the concept of the business, which is unchanged.

The font used for the textual part of the logo has a curved lowercase ‘l’ which increases legibility for people with visual impairment and dyslexia. The inclusion of this feature was essential to better connect to the business’s audience.

For Chris to start using the new visual identity straight away, the first assets that was created was a PowerPoint template he could edit to create workshops and client presentations. The template includes slides that Chris has used previously in other decks, which are now unified by the new visual identity

The angles from the logo icons are placed at each corner of an image to frame a photo of an expansive landscape. This represents the Enabled Entrepreneur breaking through their past issues to see a future of growth and freedom, which Chris helps you achieve.

When the logo is needed at small sizes, a simplified icon can be used instead of the full logo.

This maintains the brand connection while enhancing legibillity in places like social media icons, or secondary communications after the full logo has already appeared.

Having just a bright orange as the brand colour would lead to issues as it is not accessible on white, while using black to resolve this would not match the warm quality of the Enabled Entrepreneur brand.

A larger palette was created with a close eye on both accessibility and brand representation, and its usage clearly defined in the guideline document.

This palette also allows more variability in the creation of different communications assets. This way multiple messages and context can be catered for, especially when it isn’t possible to use a photograph and the constant use of just one colour could be repetitive

The photography creates feelings of expansiveness and freedom, to inspire the audience to consider a brighter future for themselves and their business. The colour is also considered, as it needs to sit alongside the brand palette and create a layered effect. A contrast in tone or brightness is necessary.

As the system will be managed by the business owner, Chris, the guidelines were written with extra care to ensure they would be usable by non-design experts. For example the colour section includes an accessibility pairing chart, and the logo section a guide on how to use the different logo files.