New identity bridges organization's traditional role with modern reality
The Canadian National Institute for the Blind, one of Canadaï¿½s largest and most recognized charities, is introducing Canadians to a new identity. Under its new name ï¿½ CNIB ï¿½ the 88-year old organization will now better represent its current focus and activities, including the fact that more than 90 per cent of its clients have partial vision.
As a national organization with a reach that extends to communities all across Canada, CNIB has evolved into the primary provider of vision loss support programs and services in Canada, funding research into the prevention of eye disease, investing in public education related to eye health and safety, consulting on issues related to public way-finding and accessibility, working with governments on policies related to equality, and providing support services to individuals experiencing vision loss.
ï¿½Itï¿½s important for Canadians to understand that CNIB plays a significant role in the entire spectrum of activities related to vision and vision health,ï¿½ said Jim Sanders, President and CEO, CNIB. ï¿½We serve everyone with vision loss, from children to working-age adults and seniors. We are also committed to research and public education directed toward the vision health of all Canadians.ï¿½
The new CNIB brand and visual identity are the result of the largest national consultation ever undertaken by the organization, supported by Pilot PMR and the donated creative expertise of Cossette Communications Group, Canadaï¿½s largest communications agency. CNIB aims to move the organization to a position of relevance to all Canadians, to clarify its focus to stakeholders such as clients, donors, employees and volunteers, and to better communicate its range of activities, from funding research or advocacy work to consulting on accessibility issues.
ï¿½CNIB is not changing what it does ï¿½ we are simply throwing open the doors and reacquainting Canadians with this modern and dynamic organization,ï¿½ said Sanders. ï¿½We are an organization with a long, important history and we need to revitalize our image and our focus to ensure that our services reach everyone who needs them.ï¿½
Today CNIB also launched Clear Print, the first formal print clarity standards for making printed materials more accessible to all Canadians, from fully-sighted individuals to people living with vision loss. The standards were developed following an extensive international review of research into the variables that affect an individualï¿½s ability to easily consume print information.
Founded in 1918, CNIB reaches out to communities across the country, offering access to rehabilitation training, innovative consumer products and peer support programs, as well as alternative format newspapers and magazines, and braille and talking books from its library.
For more information, please contact: