Sharper focus for blind charity’s logo

The man with the white cane who represents the Royal National Institute for the Blind is to retire, it was reported yesterday.

The 139-year-old organisation says its logo faces the chop because the charity is aimed at helping anyone with a sight problem, not just people who are blind.

Its new image will also see its current slogan of “helping you live with sight loss,” replaced by “supporting blind and partially sighted people.”

The re-branding exercise is so all-encompassing that even the charity’s name will change to the ‘Royal National Institute of Blind People.’

Explaining the changes, chief executive Lesley-Ann Alexander, refused to bow to criticism the group is seeking to enhance awareness of the group at the expense of its traditional aims.

She told the Mail on Sunday: “Our royal charter is very clear – we are here to prevent avoidable sight loss and improve the UK for blind and partially sighted people.

“Yet we have a logo that very much identifies us at a glance as an organisation that is for blind people who use a white cane. The man with the white can is going.”

But Tory MP David Davies was reportedly dismissive of the institute’s new stance.

“Instead of having lunch with MPs and organising conferences, it [the RNIB] should be performing the extremely important task of looking after blind people and opening educational and training centres for them,” he said.

The decision to scrap the logo was also attacked by the paper’s leader.

It said:” If they [charities] abandon their traditional role, they may also weaken the respect in which they are held, and face a long-term loss in contributions that will end by making them wholly dependent on the Government.”

At the time of writing, the new logo was only at the design stage, but the institute expects it to have more’ movement and lift,’ not to mention more appeal to its target audience.



 

26th February 2007

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