RNID unveils new branding after reverting to old name

The charity announced last month that it would be dropping the name Action on Hearing Loss after nine years

The hearing loss charity the RNID has unveiled its new branding after reverting to its old name. 

The charity announced last month that it would be abandoning the name Action on Hearing Loss, which it had adopted in 2011, after research showed its former title was better recognised and trusted. 

Founded in 1911, the charity became the Royal National Institute for the Deaf in 1961 when the Queen approved the addition of 'Royal' to its name in its 50th year. The charity changed its name in its centenary year to reflect the idea that it dealt with all levels of hearing loss, not just deafness. 

But recent research involving more than 6,000 people found that the name RNID was still more popular than Action on Hearing Loss, despite not having been used for almost a decade. 

The new branding was designed by the agency Someone in collaboration with the brand consultant Dan Dufour and the charity’s in-house design team.

The charity said the new visual identity included a “smiley D” to reinforce positivity and celebrate diversity. 

The new green and white colour palettes and new fonts were selected after testing best with audiences, it said. 

Cheryl Hughes, head of brand at the RNID, said: “The new brand identity is focused on positivity and aims to show supporters that the charity is united, creative and wants change. 

“We might be over a century old, but it doesn’t mean we’re stuffy and formal – in fact, quite the opposite. We want to show people that we are dynamic and responsive and inspire the belief that together we can create a fully inclusive society.”

A spokesperson for the charity said the brand review cost £69,000, which it had minimised by working with people who had been prepared to reduce their fees. 

The spokesperson said the funds spent on the rebrand would not affect the amount that went on the charity’s objectives, and in fact the charity hoped the new brand would inspire more support. 

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