The sight-loss charity the RNIB has rebranded to a more modern look, the charity has announced today.
The charity said that the change to its branding would support a new vision and strategy founded on encouraging the public to consider blind and partially sighted people as individuals, not as people who have overcome disabilities.
The rebrand will be advertised with a series of humorous adverts and short films that encourage the public to "see the person, not the sight loss".
The rebrand cost £70,000 and the charity worked with the creative agency The&Partnership on the new logo, tone and strapline, which is "see differently".
The charity said it involved people with sight loss "at every stage of the creative process" and tested concepts and ideas with them.
The changes include making the letters of the charity’s name more spaced apart in the new logo, which the RNIB said would be helpful for people with sight loss as well as being a more modern look for the charity.
Eliot Lyne, chief executive of the RNIB, said: "As we look back over 150 years of progress and look to the next 150 years, it feels right to refresh the look and feel of our brand.
"It’s not just a superficial refresh; the RNIB is committing to a new vision and strategy to support our aim of creating a society without barriers for people with sight loss."
Eleanor Southwood, chair of the RNIB, said: "The world has changed beyond recognition since the RNIB was born 150 years ago, but for blind and partially sighted people too much has stayed the same.
"We’re taking a stand against exclusion, inequality and isolation to create a world without barriers where people with sight loss can lead full lives."
The changes come after a difficult couple of years for the RNIB, with 230 roles lost in the year to the end of March 2018 and further job losses mooted, as Third Sector revealed in May.
The charity, which reported a £12.6m deficit in the year ending 31 March 2017, said at the time that it expected to report a small surplus in 2017/18.
Last week, the charity announced it was closing the RNIB Pears Centre, a children’s home that had been rated as inadequate by Ofsted and was the subject of a Charity Commission inquiry into safeguarding.
The charity’s chief executive at the time, Sally Harvey, resigned after the commission announced the inquiry.