Shaping the world for difference

Understood, a non-profit social impact organization in the United States, is working to build a more holistic support system for people with learning and thinking differences, from childhood to adulthood. In the United States, 1 in 5 people have learning and thinking differences, like dyslexia and ADHD, and 1 in 4 adults have some type of disability. For many of these people, the world can feel like it’s built for a ‘normal’ that doesn’t include them. Understood partnered with us to define a brand around the idea of “shaping the world for difference”.  From purpose to tactical solutions, the brand is positioned to help those who learn and think differently to thrive at home, at school, and in life. 

Designing for accessibility and difference

To invite a new audience to Understood, the visual and verbal identity are designed to bring people in and destigmatize the differences they face. All the design elements were thoughtfully shaped to be accessible for all. The new typeface, designed in conjunction with Martin Vácha and his foundry Displaay, was created to improve readability for people with dyslexia. The font was customized to make certain letters and numbers more distinguishable for readers. The U logo shows how differences of all shapes and sizes can impact and reform our world, bringing the strategic idea into our visual language. We used motion to optimize the user experience, using movement as a way to both express difference and to make the website more focus-friendly. Illustrations, built with Ka Young Lee, reflect the diversity of the world we live in and show all types of people in all environments. Additionally, we sharpened their brand voice for a content-driven community, enabling writers and experts to stay on voice and write at a reading level that’s best for all audiences. 

A platform for elevating us all

The new purpose and refreshed brand help Understood to better support their four key audiences: Families, Educators, Young Adults, and the Workplace.

Putting them in a position to further empower people with learning and thinking differences to find independence, community, and a better life. 

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