Greater London Fund for the Blind rebrands to the Vision Foundation

In a move that cost £11,000, the 98-year-old charity says it decided to drop the phrase 'for the blind' after consultation showed people did not like it

The Greater London Fund for the Blind has changed its name to the Vision Foundation in a bid to increase public awareness of the charity and modernise its brand.

The charity, which was founded in 1921, decided to drop the term "for the blind" because a consultation showed people and staff did not like the phrase.

The foundation’s new logo, which was introduced yesterday, has a blue, partially covered eye instead of an illustration of a green and red geranium flower. 

An added strapline, "London’s Sight Loss Charity", intends to make clear what the charity does and distinguish it from other sight-loss charities. 

The change has come after Olivia Curno joined as chief executive last year. 

A spokesman for the charity said: "Our former name has served us well for decades, but our donors, and the people we support, tell us it is no longer fit for modern-day society. 

"We’ve rebranded to get the Vision Foundation better known and understood by a broader range of people, as well as to inspire more people to support us. If we can grow our income, we can fund more work to reach and help many more blind and partially sighted people across London.

"We have had very low brand awareness within the sight-loss sector and among the visually impaired community. We have made this change because we want to increase our visibility so that we become the charity of choice for donors and supporters, and so we can make a bigger impact."

The spokesman said the charity worked with suppliers that offered heavily discounted or pro-bono services to keep the costs down.

The rebranding has been introduced on the charity’s website from this week, but other areas, such as the rebranding of its 12 charity shops, will take a further 18 months to complete.

The rebrand has cost £11,000 to date.

Curno said: "We are really proud to be launching our new brand identity. A lot has changed since we started in 1921, but sadly a lot hasn’t.

"People living with sight loss in the capital are facing significant and growing challenges, and ever-worsening life chances. Meanwhile, a very high and growing number of people are needlessly going blind."

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