Eye research charity Fight for Sight has rebranded to focus on creating “a movement, not a remote funding body” after feedback from users and scientists.
The charity has left behind its black and white logo of an eye; the new logo, colour palette and website aims to be more “inviting” to donors and “appealing to a more diverse supporter base”.
The rebrand considered accessibility and readability for people with sight loss, so that the final colours gave maximum contrast and were easier to read.
A statement from Fight for Sight said: “The charity has personalised the cause, positioning people who are benefitting from treatments and the scientists who created them together, and inviting the donor in, to be a central part of ‘their’ fight for sight.
“This builds a deep sense of involvement with both warm and cold audiences, making Fight for Sight a movement, not a remote funding body.”
‘Relatively low cost’
The rebrand was carried out at a relatively low cost over nine months and using the agency Spencer du Bois.
The brand launched last week on World Sight Day, 10 October, with three videos, which championed people with sight loss and its researchers.
Income at the 50-year-old charity has fallen from £4.5m in 2016 to £3.5m in 2018, while spending was at a five-year peak of £5.6m.
In 2018 £1.1m of its income was from legacies; £619,000 came from individuals and £86,000 was donations in kind. Spend on charitable activities came to £4m, with £1.5m on raising funds.
According to its annual report 2018, Fight for Sight’s strategic plan for 2017-22 included an “ambitious income target”.
It adds: “The directors recognise the need to invest in the early years in order to generate sustainable income growth that will enable increased investment in research over the long term.”
‘On the map’
Sherine Krause, chief executive at Fight for Sight, said: “Without significantly more investment into research, we will never see an end to sight loss.
“We wanted to put sight loss on the map – to show the personal impact of sight loss and how science can transform lives.
“The research we fund is on the cusp of so many breakthroughs, the only barrier is the funding to make it happen, so our updated brand is about creating a movement of supporters and researchers to take us on that journey.”