Fitch to the rescue with RNLI identity’s redesign

The Royal National Lifeboat Institute is introducing a revamped identity and sub-brands designed by Fitch London this month, as it strives to increase its impact in the competitive fundraising sector.

The refreshed marque drops the full name of the institute for the first time to concentrate on lifeboats and the RNLI flag symbol, which has been simplified.

The main identity will be applied across print, on-line and the lifeboat fleets. The redesigned look will roll out gradually as the old marque is phased out over the next six months. Boats will be revamped as they are refitted over the next five years.

In addition to the main identity the group has rationalised and refreshed the RNLI’s divisional, rescue and membership sub-brands. It has also created a separate identity for Storm Force, the charity’s childrens membership category, and Sea Safe, which covers beach safety.

RNLI branding review project manager Ginette Tessier says the group was briefed to help the organisation improve the clarity of its services, and strengthen the use of the word ‘lifeboats’ as this is key to the charity’s public recognition.

‘Most people know us by the term “lifeboats” and we wanted to cut down the detail in our identity to make it easier to translate across different applications,’ she says.

Fitch London was appointed last spring in its previous BamberForsythFitch incarnation.

Meanwhile, RNLI has approved Land Design Studio’s interiors and exhibition concepts for its visitor experience in Poole, Dorset. It will feature a two-hour interactive tour of how the RNLI works today, says public presentation manager James Vaughan. The attraction is due to open in either 2006 or 2007.