• Transform magazine
  • May 25, 2024


Sight loss charity seeks audio logo


Sound has long been critical to the way that consumers experience brand.

Humming the Coca-Cola sound-byte in your head will likely conjure up images of red lorries, Santa Clauses, and various other snippets of The Coca-Cola Company iconography.

In a more philanthropic appropriation of audio branding a charity that supports people with sight loss has launched a competition to find itself a unique audio logo. The Royal National Institute of Blind People (RNIB) has recently launched a refreshed visual identity, and is seeking an audio logo that will mesh with this.

RNIB has asked that the new logo reflect its positive and can-do values. The audio logo will be used across all of the organisation’s film and audio communications.

James Risdon, RNIB’s music officer, says, “At RNIB, blind people are at the heart of everything we do, so it makes absolute sense that we have an audio logo as well as a visual one. For people who have sight loss, like me, audio is a key part of a brand’s identity. We hope that in time people will come to associate the audio logo with RNIB and our values; think the McDonald’s ‘I’m lovin’ it’ jingle or Apple’s start-up chime.”

The competition is open to any UK resident over the age of 18 and the deadline is 30 September. For more information please visit the website.