We identified three principles that spoke to the personality and purpose of the Age of Ability: bravery, forward motion and the power of two. These became the core concepts that have been implemented across the brand execution.
Forward motion is represented in the lettering in the word mark, the positive language used in all communications, and the colour gradient applied in the visual design.
When we thought of icons that spoke to the concept of bravery and strength, we naturally came to the idea of the lion. Lions are not only fierce, they also operate best as a group (or pride) and their cubs are born with dark spots which fade over time, like a person’s scars. You will also notice that the lions are always shown as a pair, representing the power of two.