The Royal National Institute of Blind People (RNIB) has created a new sonic logo.
Building on RNIB’s 2018 rebrand, which introduced the phrase “see differently”, it is the latest way RNIB has updated its image.
RNIB’s sonic logo will be included in the RNIB Helpline, adverts, social-media channels and RNIB Connect Radio, which earlier this autumn celebrated its twentieth anniversary of broadcasting.
The logo comprises a sound with a piano motif and the voices of a chorus of people with sight loss speaking the charity’s initials.
The charity hopes to encourage more organisations and charities to think about how they make their audio communications clear and accessible.
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.”
The charity has teamed up with creative music and sound design agency Molecular Sound. The sonic identity was played and mixed by people with a variety of sight conditions.
Dave Connolly, founder of Molecular Sound, said: “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.”
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