Leading sight loss charity RNIB (Royal National Institute of Blind People) turned to blind and partially sighted people to help create a new sonic identity for the charity.
As part of a continuing drive to innovate in the way it communicates with customers, supporters and the general public, RNIB today (December 6) unveils a new suite of brand sounds. The logo comprises a catchy but simple four second sound which will stick in listener’s heads with its piano motif and the voices of a chorus of people with sight loss speaking the charity’s initials.
The charity has teamed up with award-winning creative music and sound design agency, Molecular, whose previous work has included sonic branding with the likes of the Premier League and Disney+. The new sonic identity was played and mixed by people with a variety of sight conditions at Premises Studio in East London, which has previously played host to the likes of Lily Allen and Madness.
Abi Baker is a blind musician who played on the track. Abi, 44, from London, studied piano at the Royal College of Music and contributed both piano and violin parts to the sonic logo recording session. She said: “I had a lot of braille music from the RNIB when I was at college and so given all the support they gave me to turn something I love into a career, I was delighted to be able to give something back by helping to record the new sonic logo. There was a lovely atmosphere in the studio on the day and I was so pleased to hear the final version recently and be able to pick out some of the parts I had contributed.”
Listeners will begin hearing the new sonic identity in various forms in the coming months in corporate communications, including the RNIB Helpline hold music, in branded video content and at events. It consists of a variety of tones that can be mixed to create either upbeat, downbeat, or neutral vibes.
The new sounds have also been incorporated in new jingles and clips to be used by RNIB’s own radio station RNIB Connect Radio. Earlier this autumn, the station celebrated its 20th anniversary of broadcasting news, interviews, and features of interest to listeners with sight loss.
There are more than two million people estimated to be living with sight loss in the UK. RNIB hopes that it’s new sonic identity will encourage more organisations and charities to think about how they make their audio communications clear and accessible for everyone so that no-one feels excluded.
RNIB Policy Officer Erik Matthies, who is partially sighted, said good audio design was vital for so many aspects of daily life for those with sight loss.
He said: “Good clear audio communications can be so important for partially sighted people like myself, whether it's train platform announcements or providing me with confidence that I am speaking with the right organisation or company.
“I love the fact RNIB now has its own sonic identity as we continue to innovate the way we communicate with our customers and supporters, sound plays a key role for many in making sense of a world designed for people with sight.”
Dave Connolly, founder of Molecular Sound, said: "Sonic branding is an important part of any business’s strategy, but for a charity that represents those with sight loss, it becomes a necessity. That’s why we were so excited to create RNIB’s sonic brand. To not only help elevate the brand’s accessibility but to work with blind and partially sighted people of all ages and walks of life, so that the music and sound we hear speaks to and comes from within the community.
“This project has changed our way of thinking and approach to how we work with people for the better, we couldn’t be prouder of the finished result, and we hope it helps to spread the word of RNIB’s fantastic work."
To learn more about RNIB’s sonic logo visit www.rnib.org.uk/about-us/sonic-logo/
