RNID is considering changing its name as it starts a rebranding process set to cost around £260,000.

RNID chief executive Jackie Ballard announced the news on Twitter, during a live chat with supporters where she said the charity could face financial trouble if it didn’t widen its appeal:

“Our research told us the current brand is not well recognised and is a barrier to people who are hard of hearing,” said Ballard, “In a nutshell we think (and our research shows) that finance may get tighter if we don’t broaden our appeal.

“We hope our rebrand will make us more relevant to everyone – deaf, hard of hearing and hearing.

"The total cost will be about £260,000 over 2/3 years."

Ballard said RNID planned to have a new website and new online presence by next June, while a new name was also mooted:

“The current name is a barrier,” said Ballard, “people don’t know what the initials stand for and many don’t consider themselves deaf so are put off.”

Design and strategy experts called in to help

In response to a question on her favourite charity rebrands, Ballard said Macmillan Cancer Support, Catch 22 and Rethink stood out.

RNID has engaged two specialist agencies for help with the rebrand – Spencer du Bois will help with the naming and strategy areas and Hat Trick Design will lead on the creative side.

RNID has already had five names in its 100-year history including the National Bureau for Promoting the General Welfare of the Deaf in 1911 and the National Institute for the Deaf in 1924.