A new identity for the RNID
The Royal National Institute for Deaf People has unveiled its fresh new look today — Designed by SomeOne — in a bid to reach more deaf people and those with hearing loss and tinnitus.
The Royal National Institute for Deaf People has unveiled its fresh new look today — Designed by SomeOne — in a bid to reach more deaf people and those with hearing loss and tinnitus.
It comes just weeks after the charity announced it was changing to its original name of RNID after a decade as Action on Hearing Loss. Research found that the previous name was much-loved, preferred and better recognised.
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 was designed by the award-winning branding agency ‘Someone’ — in collaboration with brand consultant, Dan Dufour — and the charity’s in-house design team.
It includes a new word mark, 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.
Cheryl Hughes, head of brand for the charity, said: “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.
“We might be over a century old, but it doesn’t mean we’re stuffy and formal, in fact quite the opposite,” she added. “We want to show people that we are dynamic and responsive and inspire the belief that together we can create a fully inclusive society.”
And, in a first for the charity, RNID is preparing to publish its new ‘tone of voice’ guidelines on its website to encourage deaf people to help shape the language the charity uses.
Michael Wilkinson, digital director, said: “Culture and language is constantly evolving and we want to make sure we reflect that in the way we speak as a brand. That’s why we’re going to be publishing our tone of voice publicly and inviting people to help shape its future direction.”
The new tone of voice has been adapted to appear ‘more conversational, impactful and less formal’ and will use ‘plain English to communicate with communities, rather than for them’.
With an intelligent new strategic focus of a collective belief in positivity — a re-energised team — and a global pandemic meant there was an unusually significant chance to elevate the organisation.
A radically reconsidered word mark brings charm to the category with a smile at its heart. A progressive and unusual colour system avoids the hard punches of primary palettes. A new tone of voice combines with a unique illustrative style to help differentiate and aid storytelling.
Fresh new ‘speech bubble’ icons project the charity’s unique personality, while vibrant new photography and illustrations reflect the full range of people supported by the charity including those with cochlear implants and hearing aids.
“Our focus throughout this project has been to make us a strong, modern brand with a recognisable identity that makes us more relevant and allows us to reach more people,” adds Hughes. “Strengthening our brand is vital for us to deliver our fundamental purpose and make an even bigger difference to the 1 in 5 adults in the UK who are deaf or have hearing loss and the 1 in 8 adults, like me, who have tinnitus”
The new brand launched on Monday and will be rolled out over the coming year.
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RNID is the national charity making life fully inclusive for deaf people and those with hearing loss or tinnitus.
• Currently, 1 in 5 adults in the UK have a form of hearing loss. 1 in 8 people have tinnitus.
• RNID was founded in 1911. For more than 100 years the charity has pioneered new treatments for hearing loss and tinnitus. It has promoted access to sign language and subtitles, brought in free hearing tests for new-born babies, worked with technology for cochlear implants and developed techniques to help people cope with tinnitus.
• The charity is a collective force campaigning for an inclusive society. We make deaf people, and those with hearing loss and tinnitus, part of the conversation to drive change – and help friends and families, workplaces and communities stay connected. We’re a trusted source of practical advice and we pioneer new treatments for hearing loss and tinnitus. We’ve been around for over 100 years and, until everyone is 100% included, we’re here to stay.
• From 2 November 2020, the charity’s trading name is RNID. The company name will remain The Royal National Institute for Deaf People.
• The charity’s Infoline offers free confidential and impartial information on a range of subjects related to hearing loss and tinnitus. It is open between 9am and 5pm Monday to Friday. Call: 0808 808 0123. Live chat and BSL infoline available on our website.
• Visit the website for more information and support on all topics that deaf people or those with hearing loss or tinnitus face. www.rnid.org.uk