Helping people with low vision find their way.
Guide Dogs
Client
Guide Dogs Australia
COMPLETED AT
FutureBrand Australia
AWARD
ANZ Transform Awards 2021 – Gold, Best Visual Identity (NFP)
Type
Brand Identity
Scope
Brand Identity
Motion & Animation
About
Guide Dogs’ golden Labrador holds a special place in the collective memory of Australians. But today, dogs are just one part of the story – the organisation also provides services from orientation and mobility to speech pathology. The rebrand unites the state organisations under one national identity and gives Guide Dogs permission to speak to that broader offering, centred on a single idea: find your way.
A series of bold patterns acts as a guiding device across every touchpoint. Built from simple directional forms, they use repetition and movement to express the idea of finding your way, giving the brand energy and a clear sense of direction. Every pattern is set in high-contrast colour pairings that meet accessibility standards, so the system stays legible and inclusive wherever it appears – from signage and print to screen.
The palette was built around a core set of soothing, optimistic colours. Combined with charcoal and white, every pairing was tested against WCAG AA and AAA contrast standards, so Guide Dogs can choose combinations that speak to different audiences with varying needs – an inclusive brand made for everyone.
A photographic framework anchored in empathetic yet empowering imagery. Everyday people and moments highlight the relationship clients have with their Guide Dog, family and friends, with a focus on intimacy, independence and connection.
The new brand unites the states and future-proofs Guide Dogs for generations to come. With clients at the heart, it gives the organisation the confidence to step out into the world as a beacon of joy and opportunity for Australians living with low vision or blindness.
Credits
Website Design & Build
August
More works
