Addus

Rebranded by Errol Saldanha

"Addus is a charitable organization that enables people with developmental disabilities to actively participate in their community." But that's not what people understood from the previous name, " On The Move (Community Integration Association)," whose Executive Director called in the Toronto-based branding specialist Errol Saldanha for help.

Errol came up with a brilliantly simple name Addus; his wordmark weights up the dd to represent the "developmentally disabled," who then ask the well-bodied rest of us to "add us" in our common community life. Except for color, design stays out of the way, discretely and appealingly.

Credits:
Repositioning, naming and design:  Saldanha
 
 

The former name and logo: