The new visual identity covers everything from a new logo, to marketing assets, to signage in their building. This research ensured the charity’s new visual identity is the most accessible yet the spacing, shape, and colour contrast of the letters in RNIB’s new logo have been carefully crafted so that they are easier to distinguish for those who are partially sighted. The&Partnership London partnered with RNIB’s community of partially sighted and blind people to conduct extensive research, which informed every stage of the project and made sure it was truly inclusive. RNIB’s focus will be on giving people the help, support and tools they need to realise their aspirations.

It will seek to inspire people with sight loss to transform their own personal experience, their community and, ultimately, society as a whole. As part of this, RNIB have adopted a new tag line – ‘See Differently’ – and a revitalised purpose: to be a catalyst for change. The agency was tasked with putting RNIB back on the public’s radar, and creating a brand identity to support RNIB’s refreshed strategy which focuses on empowering people with sight loss, connecting communities and, ultimately, changing society. RNIB LAUNCHES NEW BRAND IDENTITY WITH ‘SEE THE PERSON, NOT THE SIGHT LOSS’ CAMPAIGN As RNIB celebrate their 150th anniversary this year, The&Partnership London has developed a new brand positioning A new logo – co-created with blind and partially sighted people – is launched alongside a new visual identity An advertising campaign featuring the new brand positioning and visual identity aims to put RNIB back on the public’s radar 10TH SEPTEMBER 2018: In its first major project for the Royal National Institute of Blind People (RNIB), The&Partnership London has developed a new contemporary brand positioning for the 150-year-old charity. Institutional/Public Interest/Non-Profit Org. Royal National Institute of Blind people (RNIB)

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