15% of UK population is neurodiverse. Complex spellings, similar letterforms, and ambiguous pronunciations exclude millions of potential customers. 2026 accessibility regulations extend to brand naming for the first time.
Dyslexia-Friendly Naming
Avoid b/d confusion (bid, dab), p/q confusion. Avoid letters that flip: was/saw, won/now.
The Letter Patterns to Avoid
mn, nm (confusable), rn/m (modem looks like modern), vv/w. Digital fonts make these worse.
ADHD-Friendly Length
Maximum 7 characters for optimal attention retention. Longer names lose ADHD consumers during first exposure.
Autism Spectrum Considerations
Literal names preferred. Abstract names cause confusion. "Coffee Shop" beats "Brewed Awakening" for ASD customers.
The Metaphor Problem
"Blue Sky Thinking" meaningless to literal processors. "Strategic Planning" communicates clearly.
The 2026 Accessibility Requirement
UK government websites must have alt-text for brand logos. Complex wordmarks fail accessibility audits.
Universal Design Benefits
Names designed for neurodiversity work better for ESL speakers, elderly consumers, and voice search algorithms.
The Testing Protocol
Test with dyslexic readers, ADHD focus groups, ASD consultants. £500 testing prevents £50,000 rebrand.
Warning: Public sector contracts increasingly require accessibility statements. Inaccessible branding may disqualify tenders.