Sight loss charity reveals fresher clearer image

RNIB has unveiled new branding to challenge more people’s perceptions of sight loss.

A new logo alongside a different strategy aims to banish persistent misconceptions the sight loss community face.

The new logo is clearer with more spaced lettering and will be accompanied with the strapline “see differently.”

A poster and online video campaign will be revealed over coming weeks The posters and video use humorous everyday situations to encourage the public to “see the person not the sight loss”.

The total cost of creating the new brand was £70,000 which included insight, design and production. Blind and partially sighted people have been involved throughout the development of the new brand, which works across visual, audio and tactile formats.

Eliot Lyne, interim chief executive of RNIB, said: “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."

Eleanor Southwood, chair of RNIB, added: “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.”