Leading sight loss charity RNIB (Royal National Institute of Blind People) turned to members of the blind and partially sighted community to help create a new sonic identity for the charity.
As part of a continuing drive to innovate in the way it communicates with customers, supporters and the general public, RNIB last month unveiled a new suite of brand sounds.
The logo comprises a catchy but simple four second sound which will stick in listener’s heads with its piano motif and the voices of a chorus of people with sight loss speaking the charity’s initials.
The charity has teamed up with award-winning creative music and sound design agency Molecular whose previous work has included sonic branding with the likes of the Premier League and Disney+.
The new sonic identity was played and mixed by people with a variety of sight conditions at Premises Studio in East London -which has previously played host to the likes of Lily Allen and Madness.
Listeners will begin hearing the new sonic identity in various forms in the coming months in corporate communications, including in RNIB Helpline hold music, in branded video content and at events. It consists of a variety of tones that can be mixed to create either upbeat, downbeat, or neutral vibes.
The new sounds have also been incorporated in new jingles and clips to be used by RNIB’s own radio station RNIB Connect Radio. Earlier this autumn, the station celebrated its 20th anniversary of broadcasting news, interviews, and features of interest to listeners with sight loss.
There are more than two million people estimated to be living with sight loss in the UK and RNIB hopes that it’s new sonic identity will encourage more organisations and charities to think about how they make their audio communications clear and accessible for everyone so that no-one feels excluded.
Martin Wingfield, Director of Brand at RNIB said: “As the UK’s leading sight loss charity, RNIB is of and for blind and partially sighted people. We wanted to make sure our brand was completely accessible to people with sight loss, which is why we felt so passionately about creating a sonic identity.
“Whether someone is listening to RNIB Connect Radio, watching a video or using one of our audiobooks – we want them to immediately know that it’s coming from RNIB – whether that’s using sound or sight.
“Making brands accessible doesn’t have to be hard work, and our hope is that many other brands will now follow suit.”
Dave Connolly, founder of Molecular Sound said: “Sonic branding is an important part of any business’s strategy, but for a charity that represents those with sight loss, it becomes a necessity. That’s why we were so excited to create RNIB’s sonic brand. To not only help elevate the brand’s accessibility but to work with blind and partially sighted people of all ages and walks of life, so that the music and sound we hear speaks to and comes from within the community.
“This project has changed our way of thinking and approach to how we work with people for the better, we couldn’t be prouder of the finished result, and we hope it helps to spread the word of RNIB’s fantastic work.”
To learn more about RNIB’s sonic logo visit www.rnib.org.uk/about-us/sonic-logo/
