RNID's new look marks a brand new chapter for the charity

The Royal National Institute for Deaf People, founded in 1911, has had a mission over the past century to help the deaf and hard of hearing live, whether through groundbreaking new treatments for tinnitus or by promoting access to sign language.

The charity, known as the Hearing Loss Action since 2011, decided to rename and rethink its mission in order to reach a wider community of people.

Coupled with worrying statistics that an estimated 14 million adults in the UK will be deaf or have hearing loss by 2035, the charity cites the daily problems deaf people faced during the pandemic, such as: For example, the barriers to communication caused by face covering are a big reason for redesigning their brand.

To mark the new chapter, the charity has reverted to its original name, RNID, after research found it was more loved and better recognized by the public.

In addition to the new name, an updated visual identity was created by the London-based agency SomeOne in collaboration with brand consultant Dan Dufour and the charity's in-house design team.

"We may be over a century old, but that doesn't mean we're stuffy and formal, on the contrary," says Cheryl Hughes, RNID's Brand Manager. "We want to show people that we are dynamic and responsive, and instill the belief that together we can create a fully inclusive society."

At the heart of the rebranding is a new word mark that resembles a smiley face, a muted palette of pinks and greens that eschews the charity branding cliché of primary colors, and a set of ten playful speech bubbles that appear throughout communication.

New photographs and illustrations have been commissioned to reflect the full range of people the charity supports, including those with cochlear implants and hearing aids.

Meanwhile, a more talkative tone has been introduced, the guidelines of which have been posted on the RNID website to encourage the charity's community to help shape the language they use.

Michael Wilkinson, Digital Director of RNID, says, “Culture and language are always evolving and we want to make sure we reflect that in the way we speak as a brand. Therefore, we will publicly publish our tone of voice and invite people to help shape their future direction. "