Regional Association becomes AlterGo

In October 1999, members of the Regional Association for the Recreation of Disabled Persons of the Island of Montreal rallied under a new banner and were henceforth identified by a new name -- AlterGo -- and in keeping with the organization’s mission, adopted the slogan: People with Disabilities In Action.

The desire for a change in designation dated back many years. The name Regional Association for the Recreation of Disabled Persons of the Island of Montreal -- because of its cumbersome length and complexity -- hindered recognition among the community. The last attempt at a name change (that included the majority of regional associations within Quebec) came in 1995, but unfortunately the new name chosen was already taken by another organization.

The person conferred the task of finding a new identity, François Ulrich, drew inspiration from the Association’s guiding principles: Convey a dynamic, positive image of persons with disabilities; promote unlimited access in all areas of recreational activity. Organizational values were likewise identified: Partnership, co-operation, acceptance of differences, drive to succeed, reach for new goals, respect for others, etc.

In AlterGo, Association members had a name that was more pronounceable (in both English and French), easier to remember, in sync with the Association’s mission, therefore a banner conducive to greater recognition. The name alludes to “alter ego,” the other self, the mirrored self: the notion of equality. The suffix “Go” suggests movement, forward impetus, drive.

Newly minted as AlterGo, the next step was to come up with a graphic image, or logo, that would reflect the new name.

By blending contrasting colours of orange and blue, the new image expresses on sight the idea of movement and a forward impetus or momentum.

Orange represents warmth and co-operation. Blue maintains the continuity of the Association, while also representing its structural aspect and dependability. The inclusion of the figure lends a human dimension to the logo. The graphic elements surrounding the head of the figure denote life, radiance and pleasure. The box surrounding the name can also be interpreted as an obstacle for the figure to surmount. The image was created by Gilles Brault, graphic designer for the firm Brault Design Inc.

The new logo frames the name AlterGo, and represents in form the organization’s mission to promote social integration for persons with disabilities and their unlimited access to recreational services.

"People recognized us as a modern, dynamic association, but our name was an impediment from a marketing perspective. I believe in this case that change was positive, and that our new name and logo will help instill in the public a greater sense of who we are and what we stand for. We are extremely proud of the results," enthused Monique Lefebvre, executive director of AlterGo.