A New “Mission-Based” Logo for a Mission Unchanged
As with any company, the Foundation Fighting Blindness’ brand is its face to the world. Having a strong visual brand that, upon first glance, tells an audience who the Foundation is and what the organization stands for is increasingly critical to foster growth toward achieving its mission: developing treatments and cures for blinding retinal diseases. In that vein, the Foundation proudly introduces a new mission-based logo intended to immediately communicate the organization’s purpose to save and restore sight.
The Foundation’s mission is conveyed in this new logo through the strategically-placed gaps in the lettering. These gaps communicate the concept of missing vision or blindness. The Foundation’s purpose is to eradicate blindness, effectively filling in the gaps. As time passes and the Foundation moves closer to achieving its mission, the gaps in the logo may be filled in to represent progress toward saving and restoring vision.
Watch a video demonstrating the kinetic nature of the logo.
The nature of the new logo is sure to make people stop and think, and leave a lasting impression. It will serve as a powerful communication tool as the Foundation works to expand its reach and visibility to blind and sighted communities alike, throughout the country and around the world.
A Timely Rebrand: Putting a New Face Forward With several human studies now underway examining treatments for retinal diseases, this new era of clinical trials is, without question, the most exciting time in the history of the Foundation Fighting Blindness. Breakthrough Foundation-funded gene therapy studies have successfully restored meaningful sight in more than 40 clinical trial patients, paving the way for similar studies for other diseases. There are also human trials currently in progress investigating cell-based, pharmaceutical and prosthetic treatments. This influx of clinical progress is invigorating, but the need for funding has never been greater to reach the Foundation’s goal.
Because the required investment to accelerate promising research is so immense—with each clinical trial costing tens of millions of dollars—it’s essential to present a strong brand that carries the Foundation’s unwavering mission to the forefront. That’s why the Foundation’s leadership felt so strongly about re-branding the organization with a more modern and impactful logo. Thanks to dedicated supporters, the Foundation has raised nearly half a billion dollars over four decades, but engaging new support organizations and members is critical to sustaining the cost of clinical research.
While the visual brand has changed to a fresh new look, the Foundation’s critical mission to find preventions, treatments and cures remains steadfast.
Watch Foundation Fighting Blindness Co-founder and Chairman Gordon Gund’s announcement of the rebranding at the VISIONS 2012 Conference.
The Best Creative Minds Leo Burnett, one of the world’s most respected creative agencies, was the strategic partner that oversaw this important pro bono rebranding effort to take the Foundation to the next level. The well-known company has developed some of the most recognizable global brands such as McDonald’s, Coca Cola, Kellogg’s, Visa, and Proctor & Gamble, and the team applied that same expertise to the Foundation’s new look.
They incorporated research and focus group feedback into the process to help ensure the new brand achieves its goal, and literally shows people what it might be like to lose vision, and what the Foundation is doing to stop it.
Watch Foundation National Trustee Tom Bernardin, Leo Burnett Worldwide Chairman and CEO, unveil the new logo for the first time at the national VISIONS 2012 conference in Minneapolis.
Mission of the Foundation Fighting Blindness Since the Foundation Fighting Blindness was formed in 1971, its leaders and dedicated members have aggressively pursued the mission to fund promising research aimed at preventing, treating and curing vision-robbing retinal diseases. There are more than 10 million Americans of all ages and ethnicities affected by these debilitating conditions, including retinitis pigmentosa, age-related macular degeneration, Usher syndrome, Stargardt disease, and related diseases. Recognizing the importance of public education and awareness, the Foundation is also committed to serving as the premier source of information and resources for individuals and families living with retinal diseases. The organization’s strong network of nearly 50 chapters throughout the United States creates communities of networking and support, as well as an outlet for people to take action in the fight against blindness.
