Hat-Trick rebrands RNID as Action on Hearing Loss

Hat-Trick Design has led a rebranding project for the Royal National Institute for Deaf People (RNID), renaming it Action on Hearing Loss and creating a new visual identity for the charity.


The consultancy was appointed to the work more than two years ago. The new name was created alongside strategic consultancy Spencer du Bois. Hat-Trick also worked with copywriter Nick Asbury of Asbury & Asbury, and the charity’s in-house writers and designers on tone of voice.

Hat Trick’s identity uses a blue and pink colour palette and a new design incorporating underlines and strikethrough, aiming to convey the idea of ‘underlining the positive’ and ‘striking out the negative’.


Hat-Trick co-founder Jim Sutherland says, ‘There was a risk [the charity’s wide range of audiences] could have led the rebrand down the safest possible route, but that would have defeated the object of establishing a bold positioning with a hard-hitting edge.’

He adds, ‘We wanted to give the brand a confident, clear voice that can adapt and evolve over time.’

Action on Hearing Loss chief executive Jackie Ballard adds, ‘Our inspiring new identity better describes the full range of our work for people with all types of hearing loss, and will help us engage with all our stakeholders in a more impactful way.’

The Action on Hearing Loss website has gone live and the identity officially launches in the House of Lords next week.

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