Following a rebranding in 2011 MAIN – Taking Autism Personally emerged as the new name for the charity with new logo and the “I AM” strapline. The new branding embraces the ethos of the charity. The MAIN logo underlined with the smile reinforces the positivity of the charity. And the focus on it underneath the “I” demonstrates how we treat our service users as individuals. In a reflection the word MAIN reads as “I AM”. MAIN identified that “I AM” is a very powerful statement which would appeal to our service users in expressing their feelings.