(Est. 2004) “Vision Australia is a leading national provider of blindness and low vision services in Australia. We work in partnership with Australians who are blind or have low vision to help them achieve the possibilities they choose in life. We provide services and support for clients through 28 Vision Australia centres in NSW, ACT, Queensland and Victoria. Clinics are also held in 29 other locations and there are outreach services to the Northern Territory and Tasmania.”
Our new brand represents the connection we have to our clients, our workforce, donors, volunteers and the community. The links in our logo tell the story of how we put our clients at the centre of everything we do. How we work with our clients and their families to deliver services, and work collaboratively with other organisations to help clients with complex needs.
The old logo spelled VA in braille, which isn't the most surprising concept but one that could be interesting with a little more energy put into the logo, which the old logo had none of. The new logo features a "VA" monogram made of interlocking links. At first I was trying to see a pair of eyes in the icon and I never interpreted them as links without reading the description about it. It took me a couple of viewings to see the "VA". It's a somewhat interesting icon but maybe a little too ambiguous. The wordmark is set in Lineto Brown and works fine with the large icon. The yellow and blue color palette has a very strong contrast which is helpful for people with low vision and also happens to look good and gives the organization a slight sense of urgency and determination (as opposed to using, say, cute pastel colors). The applications with the blocky backgrounds behind the text is nothing original and works well with Brown. Overall, a big improvement that gives the organization a more authoritative look.
Thanks to Lachlan Mason for the tip.