The MS Society is the UK’s largest charity dedicated to stopping multiple sclerosis, a condition that effects around 1 in every 400 people in this country. It’s a bold ambition that the organisation was founded in 1953 to achieve. Through medical research, campaigns for social and political change and the delivery of vital services nationwide, the charity is unwavering in its mission. But with an identity system that had become tired, fractured and inconsistent, MS Society was struggling to communicate effectively, powerfully and compellingly with audiences.
It was clear from the start that the solution would be found though careful, diligent evolution rather than rip-it-up-and-start-again revolution. Our process helped to evolve the MS Society brand identity system in three important ways; we kept hold of and improved the things that were still working well; we removed the things that no longer worked; and we identified the gaps and opportunities to build in new components, assets and guides. These careful steps included a subtle but complete redrawing of their logo, the introduction of a new, highly accessible typeface, the simplification and strengthening of colours to AAA accessibility standards and the development of a powerful tone of voice and honest, direct imagery.
The new MS Society brand identity is not only clarified and strengthened in execution: it’s also easier, simpler and quicker to apply. Our online guidelines, developed with a range of end users in mind, ensures that ongoing brand communications can be rolled-out quickly, cost-effectively and creatively. And our recommendations on accessibility, particularly in typography and colour, will mean that the charity and its bold ambition to stop MS will reach a wider audience than ever before. The next step for this wonderful project is environmental, as we help MS Society to realise its countrywide retail ambitions.