RNIB launches new brand: Leading sight loss charity urges people to see differently

In its 150th year, the Royal National Institute of Blind People (RNIB) has unveiled its new brand to support a refreshed vision and strategy.

The brand underpins a new strategic focus and underlines how RNIB challenges misconceptions. RNIB’s refreshed strategy focuses on equipping people with sight loss, connecting communities and, ultimately, changing society.

A series of adverts and short films use everyday scenarios and humour to urge people to see the person, not the sight loss.

The humorous adverts support a more serious message that underpins the vision and strategy – that RNIB is working to create a world where society values blind and partially sighted people not for the disabilities they’ve overcome, but for the people they choose to be.

RNIB worked with creative agency The&Partnership to create a modern and accessible brand identity, which consists of a new logo, tone of voice, colour palette and a new strapline ‘see differently’.

The charity involved blind and partially sighted people at every stage of the creative process, running workshops and surveys, and testing concepts and ideas.

In the new logo, the letters R, N, I and B are much more spaced out than before, which is helpful for people with sight loss, and creates a more modern look.

RNIB Interim CEO Eliot Lyne said: “In our 150th year, we are proud to unveil our new brand to support our refreshed vision and strategy. 

“As we look back over 150 years of progress and look to the next 150 years, it feels right to refresh the look and feel of our brand. It’s not just a superficial refresh, RNIB is committing to a new vision and strategy to support our aim of creating a society without barriers for people with sight loss.

“It was extremely important that the work to refresh the brand was inclusive. We involved RNIB’s blind and partially sighted community in the creative process and appreciate all the feedback we received – both positive and negative – as it helped to shape this final campaign that we are excited to share.

“Everyday 250 people begin to lose their sight. RNIB has an important role to play in smashing the barriers that stop people with sight loss thriving.”

Chair of RNIB Eleanor Southwood said: “The world has changed beyond recognition since RNIB was born 150 years ago, but for blind and partially sighted people too much has stayed the same.

“We’re taking a stand against exclusion, inequality and isolation to create a world without barriers where people with sight loss can lead full lives. Our new strapline says see differently – because blind and partially sighted people want to be seen for who they are.”

RNIB Director of Relationships Sophie Castell said: “RNIB’s brand work is an expression of our new vision and strategy, and places our community at its heart. Our adverts use humour to challenge misconceptions that some of the general public have about people with sight loss, and our films feature some really talented blind and partially sighted actors.

“RNIB is now in a better position than ever to face the future and change society for blind and partially sighted people.”

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