You know who doesn’t really value an extensive visual identity system? People who can’t see it.
Creative music and sound design agency Molecular Sound worked closely with the Royal National Institute for Blind People to develop an RNIB sonic logo that blind and visually impaired people—as well as the wider general public—could appreciate. Paired with the organization’s eye chart-like visual logo, the new sonic logo creates a strong branding system for a traditionally underserved audience. The sonic logo also inspired a secondary brand track and a set of 18 radio jingles that are played on RNIB Connect Radio, which is celebrating its 20th anniversary.
The music and voices behind the new sonic identity where provided by blind and visually impaired people of different ages, communicating that visual challenges are faced by a wide range of citizens.
“Whether someone is listening to RNIB Connect Radio, watching a video or using one of our audiobooks, we want them to immediately know that it’s coming from RNIB, whether that’s using sound or sight,” explains RNIB brand director Martin Wingfield. “Making brands accessible doesn’t have to be hard work, and our hope is that many other brands will now follow suit.”
https://www.rnib.org.uk/news/our-new-audio-identity-and-sonic-logo/