Autism Spectrum Australia (Aspect), a provider of autism-specific services and education, has unveiled a refreshed brand identity to reflect the organisation's growth and evolution over the past decade.

The rebrand includes a new logo, a vibrant colour scheme, and a shortened brand name, 'Aspect', applied across the organisation's digital and physical assets. The updated branding will be rolled out across Aspect's website, social media assets, communications, and signage, and will be introduced in stages across the organisation's locations and schools. The new identity was designed with the help of ET Collective.

Aspect said its purpose, 'A Different Brilliant(r)', remained a key component of the branding, signifying the organisation's commitment to its core values of empowering Autistic individuals and their families through reliability, leadership, trust, expertise, collaboration, and innovation.

"The transition to 'Aspect' represents a meaningful shift from the traditionally emphasised name of Autism Spectrum Australia," said Aspect's Chief Marketing Officer, Robyn Eicker. "While both brand names are powerful and recognisable and will form part of the new branding, the single word Aspect resonated strongly with participants, students, families and staff. It reflects the breadth of our services and the exceptional work we do with the Autistic community, while respecting the heritage of this much-respected organisation."

The rebranding comes in response to the evolution of the disability sector following the introduction of the National Disability Insurance Scheme (NDIS), which has seen an influx of new services and providers, and a shift in participant and family expectations. Aspect, Australia's largest autism-specific service provider, with one of the world's biggest autism-specific schools programs, has shortened its name for its externally facing brand, while the legal business name remains Autism Spectrum Australia.

"The refreshed brand is not merely cosmetic," continued Eicker. "It reflects a 58-year journey that began with a small autism-specific school in Forestville, Sydney. The new branding signifies a deep commitment to our core values of empowering Autistic individuals and their families, through reliability, leadership, trust, expertise, collaboration and innovation."

Aspect has introduced a new colour palette, a new font, and a simplified approach to brand icons. The organisation has also changed its domain name from 'autismspectrum.org.au' to 'aspect.org.au'. Aspect's website has undergone a rebrand and will undergo a comprehensive overhaul of its structure and content.

"The landscape of the disability sector has certainly progressed, with staff, participants and families seeking contemporary, innovative and relevant organisations to work in partnership with. Branding is becoming a far more important factor within this customer-led market," said Eicker. "Driving differentiation in a crowded sector is important. A revitalised identity shows Aspect is innovating, growing and evolving to ensure individuals on the autism spectrum and their families receive the support and resources they deserve."

CEO Aspect Jacqui Borland said the team was excited to embark on a new chapter with a revitalised brand identity.

"It's a celebration of who we are, where we've come from and where we are headed, signalling we are poised to continue our journey of excellence and impact," she added.