A sight loss charity formed by the merger of Vision Foundation and Fight for Sight last year has confirmed its name and published new branding.
The merged charity will be known as Fight for Sight, and is led by chief executive Keith Valentine.
Olivia Curno, the former chief executive of Vision Foundation, has now taken on a role as CEO of not-for-profit social care provider Elizabeth Finn Homes, which works in partnership with financial security charity Turn2us.
£66,000 spent on rebrand
Fight for Sight said it spent £66,000 working with an agency on the rebrand, including a brand narrative, its new logo and visual identity, and to ensure that the brand was inclusive and accessible.
The charity, which recorded an expenditure of £4.35m in the year to March 2023, said the rebrand costs equate to 1% of its planned charitable spend for this year.
Keith Valentine, Fight for Sight’s CEO, said the charity now has a “bold brand underpinning our ambitions”.
“The brand is aesthetic, accessible, and paired with a distinctive tone of voice, which denotes an optimistic future for us as a charity and, crucially, for everyone impacted by vision loss,” he said.
The logo resembles an eye and the eyelid below it. The eyelid curves upwards and resembles arms outstretched.
Its new logo features a changed colour palette, dark navy and aqua, which provides AAA contrast accessibility.
£30m spending plans
The charity plans distribute almost £30m across scientific research and social change as part of its five-year strategy.
Funding will not only focus on individual projects, but on scaling up and providing infrastructure for the most impactful work.
Heather Giles, chair of Fight for Sight, said: “The researchers we fund are at the forefront, making breakthroughs and discoveries that will help to better understand, diagnose, prevent, and treat eye disease.”
She added, on behalf of the trustees, “I’d like to thank everyone who has brought our ambition to life through this incredible new identity.”
Fight for Sight also rebranded in 2019 to focus on creating “a movement, not a remote funding body” after feedback from users and scientists.
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