When I began Create Visual Aids and we designed the logo, I needed something that represented communication. Because that's what we do - we support communication for everyone and anyone.
So far, since running this small business we know we have supported:
- Young children just developing their understanding and spoken language
- Children with anxiety
- Children and adults with Down syndrome
- Children and adults with learning difficulties
- Autistic children and adults
- Those with ADHD
- Stroke survivors
- People living with dementia
- The elderly
- The deaf community
- Foster children
- Nursery settings
- Schools
- Hospitals
- Councils
And these are just the people we know about.
As you can see, our resources support communication for a whole range of individuals. There is no denying though that, as a group, autistic people are one of the biggest users of our products.
Which brings me back to the logo…
When I first had the logo designed, we chose to use puzzle pieces within a speech bubble to represent us bringing together alternative forms of communication to create functional communication.
As you may well be aware, the puzzle piece is a symbol that many autistic people and their supporters find deeply uncomfortable. It was popularised by a charity called Autism Speaks, whose approach to autism — including campaigning to find a "cure" — has been widely criticised by the autistic community. Many autistic people feel the puzzle piece implies they are incomplete, broken, or in need of fixing. It is a symbol that does not reflect how most autistic people see themselves, and the autistic-led community has been clear in asking that it not be used.
I want to be clear that my logo was never intended to represent autism. My four puzzle pieces coming together inside a speech bubble were always about communication — different parts coming together to create understanding. That was the meaning, and it always will have been.
But intention isn't everything. Last year, a customer wanted to buy our Medical Communication Book because she said it would help her daughter so much — but she couldn't bring herself to, because of the puzzle piece on it. That stayed with me.
She is the only person who has ever raised this with me directly, but one person is one too many. If our branding is creating a barrier between someone and a resource that could genuinely help them, then it's time to change. My business is built around and deeply connected to the autistic community, and I have enormous respect the connection that we have built.
So… introducing the new Create Visual Aids logo. A simple change, but an important one. The shapes within the speech bubble now represent our visual symbol cards coming together to support communication. I really hope you like it.
This is a soft launch, which means we'll be rolling the new logo out on new products and materials from now on. However, some products have a lot of stock and may still be available with the old logo for a few months yet. It will also take time to update our printed materials — leaflets, stickers, tablecloths, banners… we have a lot to get through!
What does that mean for you?
It means I can't promise that every order will arrive with the new logo. If you'd prefer to receive something with the new logo, please get in touch and we'll see what we can do. I can't always guarantee it straight away as we have existing inventory to work through first, but it's always worth asking.
Updating the website and digital presence is relatively straightforward, but you may see the old logo on our tablecloths, banners, and clothing for a little while yet. I also want to be upfront — there are some things that won't change at all. We have installed communication boards in play parks that we are very proud of, and these are permanent fixtures. Unless the councils ask for them to be updated, they will remain as they are.
Everything new, however, from this point forward, will not include the puzzle piece.
One final thought… Having made this change, I can't promise that what feels right today will always feel right. Right now, a speech bubble is a widely accepted and positive symbol. But if that ever changes, or if we learn something new, we will adapt again. Because that's what a business like mine is built on — listening, learning, and being responsive to the people we serve.
If you've stayed with me this far, thank you for reading. I hope this makes sense. If the old logo ever made you hesitate, I hope the new one feels better. And if it never bothered you — thank you simply for being here.
