Glaucoma UK are a charity who provides help to everyone affected by glaucoma – a term that describes a group of eye conditions that affect vision.
In November 2019 we began working with the organisation (formerly International Glaucoma Association) on developing their new brand, beginning with a strategy that recommended a name change. After surveys and interviews were conducted, it was clear that the name was misleading – many didn’t realise that they were a charity, and many didn’t think that they offered services in the UK. Our first job was to help clarify the brand position and name in tandem, ensuring that they can reach more people affected by the condition in the UK.
After establishing the mission, values and tone of Glaucoma UK in collaboration with the team, we began working on visual identity concepts to bring their vision to life and communicate to their multiple audiences with precision and meaning. We recognised that the brand would need to be tailored across a varied landscape, from a consultant working in a hospital environment, to someone who isn’t even aware of they are at risk of the condition.
The final identity uses a graphic representation of an eye as an icon, that has layered meaning, ensuring the three main pillars of the organisation are represented. The rays radiating outwards symbolise Glaucoma UK’s campaigning and awareness work, getting their messaging out to communities including those most hard to reach. The inner circle symbolises the safe secure space they offer for guidance, support and advice and the solid half circle represents the solid foundation of medical research and evidence that informs both diagnosis (awareness pillar) and treatment (the support pillar). As an entire graphic, the icon represents not only an eye, but the idea of a ticking clock – indicating that time is of the essence in diagnosing and treating the condition before any sight is lost.
We developed a colour palette to give Glaucoma UK authority and gravitas in the professional/medical space but to also tone awareness communications to give prominence to materials often viewed in visually cluttered spaces, such as waiting room notice boards. The colours also needed to feel warm and welcoming to those under the wing of the organisations support and advice services.
Accessibility for the Glaucoma UK brand is key – tests were done on the colour palette to ensure that it was accessible as possible when used on screen, making sure any communications and content is as inclusive as possible. Paired with an accessible font, a series of icons and relatable, authentic images showing life beyond glaucoma, the brand seeks to be as inclusive as possible.
Following on from this project we formalised the research and guidance on designing with accessibility in mind.