RNID to change its name to Action on Hearing Loss

Hearing loss charity will take on new brand identity after research showed it was frequently confused with other charities

RNID chief executive Jackie Ballard
RNID chief executive Jackie Ballard

The Royal National Institute for Deaf People will change its name to Action on Hearing Loss next June as part of a £260,000 rebrand.

The charity, which celebrates its centenary next year, has been known as the RNID since 1961, three years after it acquired the word 'royal' when Prince Philip, the Duke of Edinburgh, became patron.

Jackie Ballard, its chief executive, said the new name "had more relevance and more reach" because the charity helped people with all levels of hearing loss.

She said some profoundly deaf people would be upset about losing the word 'deaf' from the name, but added: "We have to see the much bigger picture, and this will lift a barrier for many people." The Countess of Wessex, a trustee, and Prince Philip had approved the change.

She said the charity had not intended to change its name before research on a new brand identity last year showed that it was not as well known as other major charities, such as the NSPCC, Oxfam and the British Red Cross, and was frequently confused with other charities.

"Action on hearing loss" will replace the phrase "Changing the world for deaf and hard of hearing people" as the charity's strapline until June. The RNID name will then disappear from public use but will continue as the charity's legal name.

The strategic consultancy Spencer du Bois helped to find the new name. The design consultancy Hat-Trick will aid the design of a new logo.

- Is the RNID right to change its name? Vote now in the Third Sector poll

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