Guide Dogs Australia has rebranded to better communicate the breadth of services it provides to people with low vision or blindness, the organisation has announced.
Effective immediately, the rebrand – including a single, new logo, brand guidelines and redesigned website – aims to reflect how Guide Dogs services have changed over the charity’s 60-year history, extending beyond the brand’s iconic namesake.
Ms Charlie Spendlove, head of marketing and communications centre of excellence at Guide Dogs VIC NSW/ACT, said the Guide Dogs story needed updating.
“Every brand tells a story. Ours is much-loved, but it needs some new chapters to better highlight how we support people with low vision or blindness,” she said.
“Our beloved Guide Dogs will always be vital to our story, but now they’re part of a bigger picture. Our new brand is modern, dynamic and impactful, and builds on the strength of our history and of all our offerings,” she said.
The organisation said its new branding embraces the full breadth of Guide Dogs services under the overarching strategic idea of ‘find your way’.
“It acknowledges that supporting someone through a change in vision – or their experience of long-term low vision – requires choice and flexibility,” the organisation said.
The rebranding incorporates a new direction in photography which the organisation described as “celebrating the sense of achievement found in everyday moments and the richness of human connection”.
Ensuring the new brand was accessible to people with low vision or blindness was also an essential requirement, Guide Dogs said.