RNIB drops the ‘white stick’

The RNIB has unveiled its new visual identity today, dropping the white stick in favour of a more ‘modern, impactful, lozenge’ shape, used with the charity’s initials in white-out-of-blue.

Designed by The Team, the consultancy was tasked with creating an identity that is warmer, more accessible and tactile, while scrapping the ‘old-fashioned’ typeface (DW 1 March).

As part of the rebrand the charity has changed its name to the Royal National Institute of Blind People, and its strapline will become ‘supporting blind and partially sighted people’, instead of ‘helping you live with sight loss’. This aims to reflect the charity’s work in providing services to people with a wide range of sight problems.

This is the first rebrand for the charity in 14 years, and according to Fiona Blakemore, head of publishing and internal communications at RNIB, research showed that there is a widespread lack of understanding about how common sight loss is and that RNIB supports partially sighted people as well as blind people.

‘Therefore we have taken the decision to revitalise our brand to communicate our cause more effectively,’ Blakemore adds.

The charity has also developed audio and tactile versions of the logo, which will be used on a range of materials.

Separately, Glasgow-based Keywest Design has created the branding for Insight Radio, the new name for Europe’s first radio station dedicated to the blind and partially sighted community.