Read why we chose the Golden Ratio
If you think the Golden Ratio has nothing to do with Autism, then think again.Phi is everywhere. The perfect number. And Divine Proportion.
Autism Adelaide is a relatively new service provider for the NDIS based in Torrensville, South Australia.
From our roots in Titanium Stadium at Findon, we’ve grown so much to warrant new offices so that we can meet the needs of our ever-growing staff, and client-base.
Established less than six months, we are proud of the progress we’ve made so far. It’s not been a comfortable ride, creating awareness and building our profile. Slowly, slowly has not been the pace – it’s been 100% full-steam-ahead since day dot. And we are okay with that.
We’ve known and realised there are so many people out there who want support and need more help.
Our organisation began with a single-minded concept – to focus on assisting families with Autism; to help empower them with knowledge so they can succeed with measurable goals and outcomes, and live a more fulfilling family life. Our goals are to provide the necessary supports so that families can live less stress-free, providing the opportunity to enjoy a family lifestyle.
As parents of children with Autism, it did not cause alarm or concern over the symbolism of the puzzle piece. We felt that it was essential to be associated quickly and instantly as an Autism association. We’d heard grumbles and could not grasp the imagery of a puzzle as broken or something that needed fixing.
As parents with children, the puzzle evoked memories of bonding with family around the table, slowly and surely working towards a common goal. There is nothing like feeling the sense of pride and achievement when step by step, somebody would place a piece gradually providing the bigger picture. Our intention is not to offend people. We genuinely believed the puzzle symbol fit the nature of Autism. There is not one single piece that defines Autism, but many. Aside from that the human brain and its workings are still a mystery. An enigma. A puzzle. And we are learning more and more each day.
And so our logo was born.
Instead of excitement, some of our posts attracted negativity. We have only ourselves to blame. There is an old proverb: the squeaky wheel gets the grease.
Armed with this feedback and new knowledge, before the squeaky wheel became a roar, we chose to go back to the drawing board and revisit our logo.
Don’t get us wrong. We loved the vibrancy of our logo. And still do.
Standing tall and owning the responsibility, we have made a conscious decision to remove the puzzle symbol before we become too well established.
We want to showcase our revamped design. We wear it with pride.
Our rebrand has the familiarity of the brightly coloured script face in a spectrum of colours. A play on words and the colours of the rainbow, we felt this was an integral part of the design. And the subtle smile subjectively used in Adelaide? We call that the Tassie tittle. In keeping with our colleagues ‘My Ability Australia’ we deliberately chose to unify two organisations; however discretely, by incorporating the same fonts and using the Tassie tittle.
This time though, our chosen element is not associated with Autism. It’s not the infinity symbol which many have taken on board and are using collectively. We’ve decided to steer our path and proclaim our use of the Golden Ratio instead.
But first, a little background about the Golden Ratio and it’s discovery.
The golden spiral is everywhere in nature. From flower, pine-cone, fruit to geometry and the human body, we recognise the symbol everywhere. Renaissance artists recognised the perfection of the Fibonacci sequence and called it Divine Proportion or the Golden Ratio.
The Golden Ratio
The similarities between the golden ratio and Autism are so strong we felt it fitting to incorporate into our brand and share our thoughts. First brought to attention in the medieval age by mathematicians whose attention to detail and fixation with numbers was paramount. Of course, this is only hearsay and our opinion. Little is known of Fibonacci, only what is written in his published works. We feel there must have been some autistic connection for he was a man long before his time.
The golden ratio is perfectly balanced and a sign of perfection. Nothing needs changing. The golden ratio has been with us forever and will always be with us. It is ever-lasting. Touted as the Most Beautiful Number, we think so too. Not to be confusing, but we find the similarities of Phi found in Autism. It is a life-long condition. But how we adjust to these conditions may require more attention.
Curious? You can read this mind-blowing article on the Golden Ratio and what makes it so unique here. The examples of Phi in every living organism are astounding. Aside from that, it explains how artists, architects and musicians have used this perfect number in everything.
The thing of it is, everyone has an opinion. And a healthy discussion is excellent. It creates awareness and perspective. And there will always be a discussion about the pros and cons of individual elements in a logo – be it the puzzle symbol or our interpretation of the Golden Ratio. Right or wrong, this is the path we steer.
We hope by rebranding now; you know that we listen. We will steer the course to stand for and stand by all people with Autism. By choosing to convey our brand differently to everyone else, you recognise our ability to stand apart. You should also know that we remain flexible, willing to bend.
We also need to focus on providing much-needed support, advice and services to our clients and delivering on excellence.
We hope you understand our change of heart and respect our decision.