Carolina Center for ABA and Autism Treatment announced today that it has changed its name to Kind Behavioral Health. This name and corresponding logo change follows the organization’s decision earlier this year to formally incorporate a commitment to kindness into its core values. In addition to aligning to its updated values, this change reflects the organization’s continuing commitment to further enable access to life-changing care for families impacted by Autism Spectrum Disorder.
According to Kind’s Chief Executive Officer, Keith Laabs, “We are excited to launch our new corporate branding to reflect our commitment to kindness as a core tenet of how we live our values as an organization. While we remain committed to growing within our home state of North Carolina and our foundation as an ABA provider, we believe this also provides us with the latitude to pursue growth opportunities into other geographies and services that align with our commitment to the neurodivergent community. Updating our logo to depart from the puzzle piece, which was historically tied to ASD by many organizations, further aligns with feedback from the broader autism community that puzzle imagery is no longer a preferred representation for many of those impacted by autism.”
This decision aligns with a similar announcement from the Autism Society of North Carolina, which also made a decision earlier this year to depart from puzzle piece imagery: “Autism is not the puzzle that it was considered to be in the 1960s when the puzzle piece became a widely recognized symbol for autism worldwide. A diagnosis of autism has nothing to do with a person’s ability to ‘fit in’ to a community, and there is not a missing piece to be found. Every person is unique, and every person deserves to build their best life.”
Kind intends to update its logo on all company collateral, including its current clinics, in the coming months. The organization will operate its North Carolina-based clinics under a co-branded banner during a transitional period.