RNIB goes sonic with new audio logo

The charity worked with Molecular Sound, a music and sound design agency, to create a recognisable melody for the RNIB brand

David Hogg, one of the participants in RNIB’s sound branding, recording his voice in a studio

Royal National Institute of Blind People (RNIB) has introduced a sonic logo and audio identity to bring its brand to audiences in different ways.

The charity teamed up with creative music and sound design agency, Molecular Sound, to create an instantly recognisable melody to build on the RNIB brand.

The sonic logo includes a four second sound with a piano motif and a chorus of people with sight loss speaking the charity’s initials.

Ali Baker, a blind musician, contributed piano and violin parts to the sonic logo.

Baker studied piano at the Royal College of Music, and explained: “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.”

Key elements of the suite of new brand sounds include a sonic logo, a track with the same key notes, and a set of 18 radio jingles.

The sonic logo and audio will be used on RNIB Connect Radio, in advertising, social media channels, marketing campaigns, and the RNIB Helpline, in order to help audiences identify RNIB content. The music includes a variety of tones that can be mixed to create upbeat, downbeat, or neutral themes.

Joel Papavlasopoulos, RNIB brand manager, commented: “Our customers have helped us shape this project and we feel we are breaking new ground for our sector – while brands from a wide range of industries have created sonic logos, we are one of the first major charities to do so.”

RNIB explained its ambition that by releasing a new sonic identity, the charity can encourage more organisations to consider how they can make their audio communications clear and accessible.

Erik Matthies, RNIB policy officer, who is partially sighted, commented: “Good clear audio communications can be so important for partially sighted people like myself.”

“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,” Matthies added.

The founder of Molecular Sound, Dave Connolly, explained that the team was excited to work on the project: “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,” he concluded.