“It better illustrates the purpose and ethos of the charity.” explained Chair Katie Atkinson. “We are extremely grateful to agency Penna Communications for their kind pro-bono design work on it.”

It became clear that the existing logo was not right after the strategy days where the committee devised new values, beliefs, vision and mission for organisation. The “ANUK” label was hard to read on a colourful background.  For those unfamiliar with it, it was just a meaningless abbreviation. The link to aniridia was the spectrum of light and that the Greek goddess Iris was represented by a rainbow. The rainbow emblem is also used by several other organisations. So it was neither explanatory nor distinctive.

We felt we could do better. Trustee James Buller approached a contact at Penna, to secured a day of a designer’s time free of charge. From our brief they produced several concepts and there was much debate about them. Shape, colour and font were important to ensure legibility by those with visual impairments. The overall impression given was also vital – not too formal nor frivolous for example.

A couple of designs stood out. We took these and tried some further colour combinations and layouts to get the look we wanted.

“A picture tells a thousand words but a logo conveys your whole persona” said James. “This new logo does that very well. We’re proud of it and are adding it to all our communications.”