Identity by Blue Goose is loyal to the NDCS cause

Blue Goose has created the brand identity for The National Deaf Children’s Society, which relaunches this week.

The consultancy has ‘refreshed’ the charity’s logo and created brand guidelines and design templates to ensure consistency across all communications, from stationery to literature.

The charity wants to differentiate itself from other charities for deaf people, many of which have logos with similar colour palettes. It was also felt that the brand identity did not mirror the organisation’s growth.

‘The NDCS has grown very rapidly in a short space of time. We have struggled, in terms of our day-to-day communications, to keep up with that growth,’ says NDCS deputy director, fundraising, membership and public relations officer Emma Knight, who led the project.

The consultancy was asked to project an ‘image of confidence’ and create a fresher, clearer identity without moving too far away from the look of the original marque.

‘The identity needed to communicate that we are a higher profile organisation now, but still remain true to our roots. But we didn’t want a new identity if we weren’t applying it correctly, so we asked for guidelines and templates,’ says Knight.

‘It’s a very subtle rebranding. The work had to be accepted at every level of the organisation,’ she adds.

Blue Goose has worked with the charity for two years.