The Exciting Story Behind the Re-branding and Name Change for CORIL
The marriage of the words Abilities and Tree, Abilitree, along with the tagline, clearly represents and communicates what we do, our energy and commitment to our mission, and the positive growth we see every day in the wonderful and inspirational people we serve.The new brand mark coupled with the vertical letters below it, serving as the base of the tree, reinforces our three "legs" of sustainability: volunteerism, partnership and the financial investment in our mission of growing independence, productivity and inclusion for all we serve.
Those same three anchors of the tree also symbolize the strong root system that is embedded in each one of us when we are given the right opportunities and support to grow our abilities and further our contributions to society. The resilience of the people we serve absolutely amazes us at every turn. They are our heroes as they continually reach for new heights. We honor them with this new name and brand mark.
The individual leaves of the tree express the uniqueness of each one of the people we serve, yet their close proximity symbolizes the critical support they receive from each other as they continue their growth process. New beginnings and reaching both upward and outward to community are recurring themes at Abilitree.
We believe Abilitree, the new brand mark and logo are clean, crisp and professional. It invites the reader to find out more and it is very easy for all of our stakeholders to explain both briefly and effectively the work of our mission.
On July 28th, 2011 we previewed this new name and logo to our staff at our monthly group meeting. We talked together like any good family. We explored our positive feelings around CORIL and all it represents to us and those who know us well. We pledged our commitment to honor our past and present, while moving forward. At the end of our time together that Thursday, the positive energy and enthusiasm for our future at Abilitree was palpable. We invite you to join us in this new chapter of a wonderful organization whose history is rich and whose future is filled with new growth.
Thanks for your support,
Jim Lee
Executive Director