Designing Inclusion: The Story Behind The Ability Company Logo

The Ability Company’s logo celebrates inclusivity and empowerment, drawing inspiration from traditional art forms and First Nations symbolism.

At its heart is a stylized canoe gliding across serene waters, a nod to the interconnected journey of diverse individuals working together toward a shared goal. This imagery represents the organization's commitment to breaking down barriers and fostering a world where everyone, regardless of ability, is valued and supported.

The design’s story draws from the feeling of playing tennis: the joy of connection, the back-and-forth rhythm, and the shared understanding that everyone plays a role. The logo integrates warm, inviting colours that evoke trust, community, and positivity, appealing to a socially conscious audience while drawing inspiration from a vintage tennis court palette.

Its professional and clear design reflects The Ability Company’s mission to empower individuals and challenge societal stigmas while also standing out with a unique approach that avoids the clichés often seen in accessibility branding. The visual elements harmonize to convey a sense of hope and collaboration, embodying the company’s vision of inclusivity and its roots in personal experiences with caregiving and disability.

Versatility is a cornerstone of the design, ensuring it resonates across various mediums—print, digital, and merchandise—while maintaining clarity and impact at all sizes. With this thoughtful design approach, The Ability Company ensures its logo is not only distinctive and memorable but also a true reflection of its mission to empower individuals and celebrate abilities worldwide.

The Ability Company logo was designed by Katie Wilhelm, an Indigenous Designer and Consultant from the Chippewas of Nawash First Nation.