At last! Introducing Aspiedent’s New Logo

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At last! Introducing Aspiedent’s New Logo.

Jen Blacow and Elizabeth Guest

14th May 2021


We have been told in the past Aspiedent’s Logo needs improving. Some people might have well had said it was naff! We did not hurry to change it because it was not the right time. We also try not to rush into things and instead make sure everything is right. That’s how we like to do work.

Things finally aligned recently, causing Elizabeth our Managing Director to spontaneously produce a new logo design which I was then able to feedback on in terms of the design, colours, and how it could fit in with the brand values of Aspiedent.

Here is our new logo, its feature, and how it fits with our brand values:

Jigsaw Puzzle Pieces

At the risk of upsetting some parts of the internet, we have decided to use an idea based on the traditional universally recognised autism-related sign of the jigsaw puzzle.

Some, but by no means all, autistic people believe that the traditional blue jigsaw puzzle piece which is used as a logo for many autism-related organisations is an insult to autistic people. They maintain that organisations who have used it oppress people with autism (or autistic people, as they do not like ‘person with autism’ either for similar reasons).

We refuse to be put off because of this and find the jigsaw serves to represent what Aspiedent does very well. 


Value 1: Excellence 

Aspiedent is especially good at taking extremely complex and confusing autistic traits (which could be compared to the pieces of a jigsaw) and putting them all together as a whole that makes sense and can then be worked with. In turn, the autistic person is helped massively because suddenly their past makes sense and they can start to really move forward to a better future.

The jigsaw puzzle represents the complexity of some of the problems we are solving. We call this interlocking of several jigsaw pieces (traits) ‘Autism Profiles’. Autism Profiles are particularly helpful for people classed as neurodiverse, as they are usually the ones who need help understanding themselves. But our ‘Autism Profiles’ work on anybody and everybody (thus linking into our inclusive approach). 

Value 2: True inclusivity

Some autistic people dislike puzzle pieces as a logo because it is historically connected with organisations to whom they are opposed. We are fully aware of these views and arguments but think that it is important to look forward and not back (another value of Aspiedent). 

There are different views and experiences among all autistic people, and it is important we do not shut out people by banning symbols or terminology that autistic people without a voice might find useful. And anyway, we are using lots of jigsaw pieces, not just one and we have completed the puzzle!

Value 3: Constant Research & Development

Aspiedent is invested in constant research and development. We are constantly refining our autism profiling tool and developing better techniques to help people move towards their goals. However, why eradicate the past (shut down opposing views of autism and autism interventions). Why not just be mindful of this and find a better way forward? 

Discussion about these potentially difficult topics lead to better ideas and therefore better services and this links back to our values of excellence and inclusivity. This is because that is how we learn more, avoid existing in an echo chamber, and therefore encourage diversity.

Value 4: Freedom of expression of thought and opinion

As touched upon above, we work on the basis that we are open and value open debate and welcome discussion. It is important to be open-minded if we want to really help autistic people thrive. Especially since part of our mission is to help autistic people thrive in a world which is full of opposing views, beliefs and opinions. 

Value 5: Focus on moving forward and growing

Also, we are an autistic-led organisation, representing a truly diverse set of autistic people. The only real criteria we have when deciding who we can help and who we can’t is whether they are prepared to put in the hard work required from them to move forward towards their goals, despite often severe difficulties.

Infinity Symbol

The Infinity symbol has also been adopted by many who are invested in autism as an alternative to the jigsaw piece. We incorporated the mathematical infinity symbol (the 8-shaped symbol), to represent the fact that there is a very large number (more that 40 thousand last time Elizabeth tried to calculate it) of different autisms. Each autistic person has their own unique combination of autistic traits to varying levels of severity.

The small gold stripe in the logo’s infinity symbol indicates that despite the difficult and confusing symptoms associated with autism, there is often a particular skill or aptitude that can add real value to the business of an employer possessed by those autistic people who are able to work. This can range from being brilliant at problem solving, or being very creative to loving boring and repetitive jobs which require very high attention to detail.

Value 6: Quality 

We use gold along with purple in our logo to represent quality. Our service is very high quality and due to this sometimes considered ‘expensive’. It is high value for money. Aspiedent is the Rolls Royce of autism services. If we do not think we can help somebody, we will not try.

Value 7: Honesty and Integrity

Linked to the openness about our cost and our specialties and limitations, is the importance of working with honesty and integrity. To work successfully with autistic people, you need a high level of honesty and integrity. Autistic people are generally (not always) extremely honest.

We are honest with organisations and individuals. If we do not think we can help them, or think they are not suited to working with us, we tell them with reasons.


As mentioned above, as well as gold, we use purple to represent luxury. We do not provide one size fits all solutions when we help businesses benefit from a deeper understanding of autism and neurodiversity.

Aspiedent’s services are bespoke for both the employer and the individual with autism. Linked to honesty and integrity, we would be acting unethically if we tried to deliver a service without first understanding the underlying issues causing the symptoms or difficulties. It is about putting the right person in the right job and providing the right solution to the particular problem first time.

Value 8: Ethical practice

We use the income from our employer customers, to help those who are the hardest to help. Those who have been on every autism work programme out there and/or who are already employed and highly qualified, but failing to retain or even gain a job because of some complexity in their situation caused by their autism, and their own and others poor understanding of it.

We use green to represent growth and nature. It symbolises the infinite variety (and beauty) of nature and its continuous cycle. The variety and beauty of nature is fascinating. We are also fascinated by how different autistic people tick and how their underlying difficulties explain the surface symptoms. We love putting the pieces together into a coherent whole that explains all the autistic symptoms and the difficulties the autistic person experiences as well as their strengths. 

There are many values we try and uphold, including having the humility to admit when we have been wrong and/or made a mistake. 

So to bring them all together, some of Aspiedent’s values are:

Value 1: Excellence 

Value 2: True inclusivity

Value 3: Constant Research & Development 

Value 4: Focus on moving forward and growing 

Value 5: Freedom of expression of thought and opinion 

Value 6: Quality 

Value 7: Honesty and Integrity

Value 8: Ethical practice 

A combination of the jigsaw puzzle and a purple and gold infinity sign and green background really does represent what we do. We make the complex simple and work effectively with any and every combination of autistic traits presented to us. We  nurture growth, development, and fruition in every autistic and neurodiverse person and employer or business that we help. 

Thanks for reading.

Get in touch here, email me or call us at 07717 404846.