• A NEW , SIMPLIFIED LOGO : retaining the distinctive black square , but moving toward accessible design with higher contrast lettering and a font choice to aid recognition . The high-contrast black and white logo and each of the new colours were chosen to consider the needs of people who are colour-blind .
• NEW TYPOGRAPHY : for greater legibility , the weight , size and style of the new typefaces have been selected for their legibility on screen , and for people with dyslexia or visual impairments .
EDITOR ' S CHOICE
• SPELLING : a new spelling of Cala in text passages will better meet the needs of customers with visual impairments or dyslexia , and those using screen readers ( previously capitalised as an acronym ' City of Aberdeen Land Association ').
• SUSTAINABLE SIGNAGE : the ability to produce development signage and company stationery in a more sustainable way , through the removal of the metallic gold colour .
• INCLUSIVITY : a more conscious drive toward inclusion and representation across race , gender , sexuality , ability , and age in imagery .
Kim continued : “ This fresh approach to our brand complements the direction that the business is moving in . Our product range has evolved to appeal to a much broader scope of customers than ever before , in more locations than ever before , making a Cala home an attainable aspiration for many more homebuyers .
“ The rebrand has also allowed us an opportunity to ensure our brand is accessible for all , meeting the needs of customers and stakeholders with impairments or disabilities , and reflecting our belief in being an inclusive business . We have been mindful that the colours , fonts and particularly the images we choose can play a role in making a positive difference . These details ensure that our identity is as modern , relevant , accessible and inclusive as Cala itself .”
The refreshed brand has now been rolled out through digital channels . A phased roll-out , planned in collaboration with Cala ' s sustainability teams , will be deployed across developments and head offices over the next 18 months , to avoid generating unnecessary waste .
Piers Banfield , Group Operations Director , has been with Cala since 2014 and added : “ It is a very exciting time to be at Cala . We have a clear vision for the future , a strong focus on sustainability and what we believe to be an unrivalled culture . We know our positive impact goes way beyond developing new homes , and this brand truly reflects what it means to be part of that .
“ This is an identity befitting the Cala experience today , not only for our customers and communities , but for our business partners , subcontractors and employees too . It is a brand that reflects our new focus , our confidence and ambition , whilst respecting our historic identify . It is designed to appeal to a different era and audience and will help us grow our reputation with new generations .”
For more information on Cala Homes , please visit www . cala . co . uk .
27