The RNIB is to drop the white stick from the logo because it says the current form suggests that the charity is only for blind people, when it also helps the partially sighted and works to prevent blindness.
The Team has been tasked with creating an identity that is ‘warmer, more modern, accessible and tactile’, while changing the ‘old-fashioned’ typeface, according to RNIB head of publishing and internal communications Fiona Blakemore.
As part of the rebrand, the charity will change its name to the Royal National Institute of Blind People, as well as changing its strapline ‘helping you live with sight loss’ to the new tag ‘supporting blind and partially sighted people’.
However, the RNIB short-form name will stay, because Blakemore says ‘people recognise the acronym and know what it stands for’.
The Team was appointed to the work following a three-way pitch against undisclosed consultancies.
Due to launch in June, this is the first rebrand for the charity in 14 years, although in 2002 the name was changed slightly, when the word ‘for’ was replaced with ‘of’, to dispel feelings of paternalism.
The website, www.rnib.co.uk, will also be relaunched simultaneously, with a redesign by digital media group cScape.