[Nfbf-l] Reflecting the brand, Riccobono blog 6/30/14

[Denise Valkema]

The National Federation of the Blind has updated its logo in preparation for the coming seventy-fifth anniversary of the organization. The new logo 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. This blog post describes the logo in detail.
 

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.

Each icon is made up of four components. At the top of the icon is an oval that is oriented vertically. The oval is above and not touching a middle component, which is oriented horizontally and its ends curve downward. The second component sits above, but not touching, a more sharply curved bottom piece. The left side of the bottom piece of the icon is longer than the corresponding right side as you look at the icon. The different lengths and curves give the impression of motion. The color in each of these three components (orange, green, blue) has a gradation from a light shade of the color to a darker shade.

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 two text elements are our name, National Federation of the Blind, and our tagline, Live the Life You Want. The words "NATIONAL FEDERATION" are in all capital, black letters.  The words start just below and to the right of the top of the orange icon positioned at two o’clock.  The words "OF THE BLIND" are in all capital, blue letters that are approximately twice as tall as the "NATIONAL FEDERATION.”  These are just below "NATIONAL FEDERATION,” starting just above and to the right of the green icon's top.  The entire "NATIONAL FEDERATION OF THE BLIND" text is in a san serif font.  Below "OF THE BLIND" is the tagline, "Live the life you want."  This text is right justified, black, and smaller than "NATIONAL FEDERATION,” and in a slightly italic font.

Sincerely, Denise Valkema by iPhone