Australian wheelchair design and manufacturing firm, Magic Mobility, is celebrating 25 years in Australia, launching new branding and logo.

Global marketing communications director, Tara Cahill, said the new visual identity was updated to anticipate the company’s future product portfolio expansion and evolving customer profile.

“At Magic Mobility, we strive to engage with the community by looking, listening, understanding, and translating user needs through empathetic design and engineering,” Cahill told F2L. “By working directly with wheelchair users we can tailor power wheelchairs to enable them to go where they want to go.

“Our new brand mark and visual identity are an expression of our purpose and values and an interpretation of the open horizons that can be explored in an all-terrain Magic Mobility powerchair.”

The new visual identity is an evolution of the previous look and feel, which was used for 10 years, she said.

The new branding incorporates an arc, representative of the horizon. The arc delineates the future, and is reflective of the brand’s tagline ‘because the world’s not flat’. This is combined with the use of a free-flowing, italicised typeface for the word ‘Mobility’, which conveys a sense of freedom and movement that can be experienced in the company’s power wheelchairs.

“For 25 years Magic Mobility has been creating wheelchairs that enable people with disabilities to do more and go further. With this update in visual identity, we’re looking to the future and to the next exciting phase of growth and new product innovation,” Cahill said.

Magic Mobility designs, develops and manufactures customised powered wheelchairs tailored to specific needs that include flagship products such as the Extreme X8 and Frontier V6 All Terrain.

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