Hearing Loss Charity RNID Unveils New Look by SomeOne
The Royal National Institute for Deaf People has revealed a new logo and identity, which the over 100-year-old charity hopes will help it to reach more deaf people and those with hearing loss and tinnitus.
It comes just after the charity announced it was changing to its original name of RNID after a decade as Action on Hearing Loss.
The charity has also refined a new purpose: “Together we will make life fully inclusive for deaf people and those with hearing loss and tinnitus.”
The new visual identity has been designed by branding agency SomeOne in collaboration with brand consultant Dan Dufour and also the charity’s in-house design team.
Details include a new wordmark, logo, fonts, colour palette, illustrations, tone of voice, and photography featuring a new photoshoot with supporters who are deaf or have hearing loss or tinnitus.
“A radically reconsidered wordmark brings charm to the category with a smile at its heart. A progressive and unusual colour system avoids the hard punches of primary palettes,” says the design team.
The new tone of voice, meanwhile, has been adapted to appear “more conversational, impactful and less formal” and will use “plain English to communicate with communities, rather than for them”.
“The new brand identity is focused on positivity and aims to show supporters that the charity is united, creative and want change. The logo incorporates a ‘smiley D’ to reinforce our positivity and to celebrate diversity,” says Cheryl Hughes, head of brand for the charity.
“We might be over a century old, but it doesn’t mean we’re stuffy and formal, in fact quite the opposite,” she adds. “We want to show people that we are dynamic and responsive and inspire the belief that together we can create a fully inclusive society.”
The new brand has already launched and will continue to be rolled out over the coming year.