With 1 in 5 now disabled, the revolution to include those with disabilities within society is long overdue. Move United, the nation’s leading adaptive sports organization, wanted to accelerate this movement and wanted to change the conversation from accessible ramps to real inclusion so those with disabilities are included in all elements of day-to-day life. In short, they wanted to shatter stereotypes and redefine what disability looks like through the power of sport. But the current brand and generic typography didn’t match this ambition.

We created a new brand that would foster participation, confront ignorance, invite others to just ask, and create community. At the heart of the new brand and the visual identity was our custom san-serif typeface, Redefined Sans, that we created to further communicate the brand's desire to change the narrative of “disability” to “this ability”.

To create Redefined Sans, we took the word ‘disability’, broke it down into 26 pieces and built an entirely new alphabet from those pieces, representing the deconstruction and reconstruction of stereotypes. The new letterforms are clean, playful, and utilize symmetry and asymmetry to reflect the various ways that the athletes have adapted to their new abilities.

We used the brand colors within each letter to highlight how each is created from the parts of the word disability and to reflect the patchwork design of the visual identity. The color palette of light blue, pink, red, white and blue is an expansion of traditional American colors which represents the building of a new and inclusive society that we are all apart of while remaining distinctly American.

The small space logo that features the M and U letterforms suggests a torch and represents the connection between Move United and the Paralympics.