New brand preview

This is a preview page for the new name and brand for the Greater London Fund for the Blind.

Please do not share or forward to anyone – we will be launching this name and brand in October.

The Greater London Fund for the Blind is changing its name to the Vision Foundation.

This has been a big decision for us. After months of consultation with blind and partially sighted people, charity colleagues, staff and volunteers we shortlisted potential new names and the Vision Foundation came out top.

We are now in the process of finalising the logo, and brand look and feel and want to make sure we are meeting accessibility standards.

Please find below our proposed new logo and applications of the brand. The examples below do not reflect font size – we will be following best practice when commissioning printed materials.

There is a box at the bottom of the page to add your feedback and comments.

New logo:

The name is Vision Foundation. In this panel we have displayed three versions of the proposed logo. It is white on a bold blue background. The words "Vision Foundation" are accompanied by an image of a simplified eyeball looking to the right. We have also added a strapline to one image that reads: "London's sight loss charity".

Here are some examples of how we would produce posters:

This panel shows three mockup posters. Most of the poster uses the same colour blue as the proposed logo. There is a curved cut out section dissecting the poster into two which has in an image in its place.

Our typography is influenced by London’s visual language but aims to be honest and friendly. It is also intended to be defined and above all legible. Our primary typeface FS Albert, is a charismatic type: a warm, friendly sans serif face with a big personality. This is how the font would look:
This panel shows a passage of white text in our proposed font on a blue background. It reads: "Sir Arthur used his personal experience of sight loss to raise awareness of the difficulties faced by blind and partially sighted people."


















This how our business cards could look:

This panel shows mocked-up business cards. they are laid our in a grid. The business card is shown with the name Vision Foundation and braille underneath.


















Here are some examples of merchandise, a tote bag and a t-shirt:This panel shows a tote bag with the name and logo printed on it, and a blue t-short with the logo across the front.


Thank you for taking the time to help us – we value your input enormously.

Please let us know what you think of this new logo and brand below:

Brand preview

  • How would you describe the new brand for the Vision Foundation?

  • Our aim is to create a modern, professional look for the charity that speaks to our work in the twenty first century. Our organisational values are: Collaboration, Empowering, Intelligent and Courageous. Do you think this new logo and brand fits these values?

  • This field is for validation purposes and should be left unchanged.