Inclusive Brand Identity Package Overview

Our Technology 

We make digital and printed marketing materials more accessible for people with disabilities. We are talented designers who create accessible scalable vector graphics (SVGs), including custom logos, icons, illustrations, and infographics.

These smart graphics are custom code that responds to dark mode, various screen sizes, and matches personalized color preferences.

We are the only company offering smart SVGs as a service. Our technology meets and exceeds Web Content Accessibility Guidelines (WCAG) level AA, the gold standard for digital accessibility.

We additionally meet the future WCAG 3.0 Accessible Perceptual Contrast Algorithm (APCA) color contrast for evaluating color pairs and font weight, part of useful emerging standards in web content accessibility.

We understand how to design accessible visual brand identities for organizations creating the change our world needs. We’re deeply invested in supporting the success of mission-driven and socially responsible, sustainable, and inclusive organizations.

We start our journey together by having your team fill out a detailed branding questionnaire. We go over your marketing goals and outline your ideal customers, and get to know your company’s history, analytics, and demographics. This package covers a rebrand of your company or designing a new identity from scratch.

Our team will ask about your marketing strategy, disability inclusion, competition, customer feedback, and any other essential criteria to design a brand that aligns with your goals and mission statement.

This Inclusive Branding Package Includes:

• Inclusive Brand Identity Design & Logo 

• Tagline 

• Keyword Research 

• Branded Pattern or Texture Elements 

• 2 Smart SVG Accessible Logos 

• 1 Smart SVG Accessible Favicon 

• Associated Fonts 

• Accessible Color Palette 

• ADA Compliant Color Usage Guide 

• Ready-to-use Print and Web Assets 

• ADA Compliant and Accessible Brand Identity Guide Book 

• Accessibility Reference Guide

Mood Board

Early in the design process, we'll create a mood board to make sure we are interpreting your questionnaire in a way that correctly interprets your company’s goals. We also review your competition, making sure you stand out from the crowd. We meet and discuss the mood board before we begin any designs.

Brand Identity Design

Our designers get to work - dreaming, sketching, researching, testing, and designing the inclusive brand. While a logo can contain a combination of text and images to represent your brand, visual identity defines your brand’s color palette, typography, variations of your logo, and any imagery that embodies your brand's personality. 

If you already have established branding, we will perform a comprehensive review of your brand in its current incarnation. We review or conduct keyword research and utilize any chosen keywords or phrases as part of our Search Engine Optimization (SEO) plan. Being accessible also means having more opportunities to incorporate more keywords within our graphic files. We come up with various concepts and begin the process of figuring out your new signature look and feel. We choose a variety of fonts, color palettes, styles, and patterns to present to your team. We work with you to capture the brand's positioning statement, establish the brand's vision, mission, purpose, and tone of voice.

• Logo variants will include stacked, horizontal or vertical applications, inverted logos on dark backgrounds, and solid black and white versions of your logo. These will also include your logo with and without your tagline.

• Americans with Disability (ADA) compliant color palette

• Logo, tagline and any additional design system font(s).

• Custom graphic shapes, lines, patterns, or other elements that best compliment your brand identity. These elements are often used in marketing collateral, creative advertisements, or social media.

• Aural descriptions for the screen reader experience.

Smart SVG Logos - Primary / Secondary Responsive and ADA Compliant

Scalable Vector Graphics or "SVGs" are vector-based artwork and are resolution independent. Our smart accessible scalable vector graphic files are responsive shape-shifting designs that change in size, layout, and even color to accommodate and adapt to wherever they are used. These clever graphics will be responsive to various screen sizes, and personalized accessibility settings including dark modes.

Blind users will be able to listen to a thoughtful description on a screen reader. We select color pallets and patterns for colorblind users and dyslexic-friendly fonts. All our smart accessible SVG designs scale beautifully when magnified, and are incredibly small file sizes so they load lightning fast.

• File optimization for load time

• Work across all major browsers

• Scale beautifully when magnified

• Aural descriptions for the screen reader experience

• Can be animated

• Can also be icons, illustrations or infographics

• Enhance search engine optimization via additional keywords and content

Our custom accessible scalable vector graphics respond to the browser’s settings so it matches the users personalized preferences. We will work with your team to determine how your logo file will adapt to the following:

• Responsive for various screen sizes

• Inverted colors mode in Safari

• Contrast themes - User’s color preferences

• Prefers color scheme - light or dark mode

• Prefers reduce motion

We code custom CSS and deliver 2 Smart accessible scalable vector "SVG logo files". One SVG logo file defaulting to light mode and one defaulting to dark mode. We include detailed installation instructions for your team to add the files onto your servers and website.

We will need to work with your team to determine the desired browser media queries and color changes when in the various modes. We code the backend XML of the SVG files to include many variations of your logo that will be responsive. Each of the two logo files will display in many ways depending on how it is asked to perform.

We guarantee your Smart SVG files will be Americans with Disability Act (ADA) Compliant - which meets WCAG (Web Content Accessibility Guidelines) Level AA criteria.

Submark

The submark is a less detailed version of your logo that can represent your brand in a very small space. Great for social media profile images, favicons or bookmark icons. We make sure your favicon is also a Smart SVG, and works in both light and dark modes.

ADA Compliant Color Palette

We'll provide you with all the specific colors to be used in your new brand. ADA compliant color codes are provided for print and digital use, with a guide informing you of which color combinations will remain compliant when paired together. Equivalent Design will meet Level AA or higher WCAG guidelines and consider various forms of color vision deficiencies when selecting your brand’s color palette.

Dyslexic-Friendly Fonts

Inclusive brand packages will include dyslexic-friendly and low vision font pairings.

Copywriting

Our copywriter will write aural descriptions for all SVGs. We will work with your team to add keywords into the graphic code if desired. Our team will develop creative copy that blends search engine optimization, contextual information with accessibility. We focus on the screen reader descriptions to make sure that everyone has an equivalent experience.

Brand Identity Guide Book

At the end of the project, you will receive a 20+ page document that details all of the specifics about your ADA compliant accessible brand identity and logo design (colors, fonts, logo variations, etc). You can use this as a guide to keep your brand looking consistent and to streamline the process for creating any other branded materials.

Your Brand Identity Book includes HSL, RGB, HEX and CMYK/Pantone color information. ADA compliant color codes are provided for print and digital use, with a digital guide informing you of which color combinations will remain compliant for Levels A, AA and AAA when paired together.

Animation

We will discuss your options if you would like us to animate your Smart SVGs. Animation is charged hourly as it is not included in this package.

Browser and Assistive Technology Testing

We test all graphic files color contrast requirements against WCAG 2.1 Level AA guidelines. We test your Smart SVG files on the top 3 browsers - Chrome (61.85% of users), Safari (14.3%), and Firefox (8.1%). We also test on the Edge, and view Smart SVG files in contrast theme modes on a PC, and inverted colors on a macOS. We test your Smart SVG files using JAWS, VoiceOver, TalkBack, Narrator, and NVDA screen reading software. We test your files using ZoomText and magnified at 200%. We will additionally test your graphic files on an iPhone and Android mobile devices. The aural description of your brand will be written by our copywriter which will incorporate your brand name and tagline or slogan.

Accessible Marketing Materials

Our design firm will work to help improve all brand marketing materials to be as Perceivable, Operable, Understandable, and Robust as possible. Basically, we strive to make sure everything we design is usable and enjoyed by everyone.

Accessible Graphic Design Services

Once we finish designing your inclusive and accessible logo, we can then apply your new brand to marketing collateral:

• Business card design

• Letterhead and envelopes

• Packaging and labels

• Social Media templates

• Promotional materials

• HTML email signatures

We can create large print layout designs for low-vision customers and can recommend paper types, color and weights. We have extensive experience with packaging and label design. From presentations to billboards we can work with your team to create stunning and ADA compliant graphics. We can create these design files, but we also offer document remediation, which includes evaluation and the upgrading of your existing files to meet ADA compliance.

Smart Accessible SVG Illustrations, Icons and Infographics

We can design more than just logos! Let us help your organization design custom ADA compliant and accessible smart SVG illustrations, icons or infographics for your website. Infographics include a second vertical formatted mobile-friendly version which allows viewers not to have to pinch and zoom to read the infographic text.

Accessible Tax Credit

Eligible businesses can claim a tax credit of up to $5,000 by using Form 8826 to report accessibility expenses to the IRS

Giving Back

Equivalent Design donates 1% annually to the Seeing Eye, whose mission is to enhance the independence, dignity and self-confidence of people who are blind through the use of specially trained Seeing Eye® dogs.