The National Deaf Children’s Society has rebranded to reach more deaf children and their families.
The charity said its “dynamic” rebrand came after research highlighted that many parents of children with mild, moderate, one-sided or temporary deafness did not know that they could benefit from its support.
The rebrand includes an updated logo that refreshes the former branding’s silhouette design with a new colour palette.
It also includes a new vision of “a world where anything is possible for deaf children” and an ambition: “That nothing holds deaf children back.”
The rebrand has an increased focus on accessibility, the charity said, adding that it also includes a new website that enables families to access information quicker and with more ease.
The NDCS said the views of parents and carers were “fundamental” in shaping the new brand, with the updated logo and messaging having been developed based on their feedback and lived experience.
The charity worked with the charity brand specialists Spencer Du Bois to consult with more than 1,000 parents, carers and professionals on the rebrand through surveys, focus groups and one-to-one interviews.
The research found that many parents of children with mild, moderate or one-sided deafness did not think the charity could support them, with the charity saying: “Our new messaging will show that we’re here for every deaf child, with any level of hearing loss.”
The NDCS also consulted a specialist writer, consultant and brand storyteller to develop its new tone of voice.
The project cost a total of £60,000, most of which was spent on research and planning.
Debbie Talbot, chief strategy officer at the NDCS, said: “We think our new brand and positive, forward-looking vision and ambition really reflect this and help tell the story of who we are as a charity and what we value.
“We’re excited and proud of what our amazing team has created with the support and feedback of parents and carers of deaf children.
“We’re hopeful it will help us reach even more deaf children and their families – and bring us one step closer to a world where anything is possible for deaf children.”