[Ohio-talk] More about our new Logo

[Eric Duffy]

National Federation of the Blind
Logo Description 

The new logo of the National Federation of the Blind is an updated, stronger reflection of our organizational characteristics and values. The logo of the National Federation of the Blind consists of three elements: a symbol and two text elements—our name and tagline.
 
The basic element of our logo is a contemporary, sleek, forward-facing icon that is intended to convey creativity, movement, freedom, and warmth. We refer to this icon as Opportunity, as it represents the opportunity we seek for blind people, the opportunity to find blind people who have not yet benefited from the organization, and the opportunity to determine our own future and establish new levels of participation in our society. The forward-facing Opportunity icon demonstrates respect and is more inviting than an icon facing to the side. 

Our logo incorporates a symbol that we refer to as Our Movement. The Our Movement symbol is composed of six Opportunity icons arrayed in a circle, and conveys a feeling of movement, symbolizes individual actions collectively focused (as the eye is drawn to the center of the circle), and represents key values of the organization’s brand—collective action, full participation, love, respect, democracy, and courage. Our logo emphasizes the plurality of Our Movement, instead of an individual icon, because we are not alone; we are a group, a team, and a family, working together. The Our Movement symbol also conveys the personality of the organization—inspirational, innovative, powerful, and inviting. The colors of the Opportunity icons in the Our Movement symbol (blue, orange, green) represent optimism, love, unity, hope, confidence, growth, and energy—all of which are important to our brand. The gradation of colors also reminds us that we are a diverse organization and each of us has something to contribute. 

The font of the text elements of our logo is more modern and innovative than the heavy serif of our previous logo. It is also much more readable for our low-vision members. The logo places more emphasis on the words “of the blind” in order to call attention to that important and powerful aspect of our organization. The tagline font is italic to imply the energy and action we want people to take in order to “Live the life you want.” The text in the logo represents power and action.