At the root of the brand is a transformed daisy, which helps bridge the gap between the Daisy Chain superstore and the main brand. As well as adding consistency, the icon is bursting with colour to represent the entire neurodivergent spectrum. Together with the wordmark, type choice and brand world, the identity evokes a sense of diversity, joy and positivity. And crucially it now feels cleaner, more mature, and ready for the future.
“For Daisy Chain, it was about more than just a highly crafted logo. It was about putting the strategic thinking and brand architecture in place to guide the charity forwards.”
Creative Director, Better
John continued: “The new brand tackles misconceptions head on, both in terms of the autism landscape and Daisy Chain’s presence. They now have an authentic, relevant and relatable brand that serves different uses and users – from their growing list of frontline services to their role alongside organisations like the NHS, and the multiple retail offerings they now provide.”
Emily Keavney, Marketing and Media Manager at Daisy Chain, added: “Our new brand is a celebration of 20 years of life-changing support. It’s about so much more than a logo. It’s honouring a legacy, and setting a strong foundation for the future.
“It’s making sure we’re representative of all of the autistic and neurodivergent individuals we support – a chain that continues to grow across our region and further afield.”
While evolution is necessary, we understand that change for any organisation can often be a challenge. In the case of Daisy Chain this was particularly true. With a personal legacy dating back to 2003, the original brand held significant meaning for many. But the time was undoubtedly right for change.
Account Manager at Better, Charlotte Linton, said: “As we engaged the senior leadership team and board of trustees, as well as staff and beneficiaries, it became clear the importance of bringing everyone along on the journey towards the new Daisy Chain brand.
“It was a sensitive shift that needed to be handled delicately, but it’s one which strengthens their cause, reinforces their standing and has the best interests of all at heart.”