As some people know, I was the one who originally suggested the idea of getting a Sonic logo as part of NCBI’s rebrand to Vision Ireland. As far as I am aware, we were the first Sight Loss organisation in the world with a sonic identity.

It also just so happens that I’ve got a sound engineering qualification and spent over three years reviewing radio jingles over at Radio Land Ireland. So, When our friends over at RNIB launched their new sonic logo this morning I just knew I had to hear it for myself.

Could they come close to the masterpiece that is the Vision Ireland Mnemonic, or would they fall flat like a photo with no alt text? It’s time to find out. Ladies and gentlemen, boys and girls, it’s time for….

🔥🔥🔥SONIC LOGO REVIEW🔥🔥🔥

The new audio brand at RNIB has 3 core elements.

1. A sonic Logo
2. A brand theme based on the same four notes as the logo
3. A set of 18 jingles for RNIB Connect Radio

I’m going to run through my thoughts on the new logo and theme. I haven’t heard the new jingles yet but if someone wants to send them to me I’d love to hear them.

The sonic logos from Vision Ireland and RNIB are similar in ways. Both consist of four notes with two at the start and two closer to the end. The RNIB have a group Voiceover saying RNIB, followed by a single voiceover saying “see Differently”, the brand tagline.

The first two notes are ahead of the “RN” with the second two said in line with the “IB”. The see differently is spoken on the tail of the final note. It’s an effect I think works really well and is certainly unique.

The Voiceovers are great. RNIB worked with Blind people on these Voiceovers, so while the group Voiceover doesn’t quite have the same feel as something you’d get from a professional Voiceover team, it’s a decision I 100% support.

It’s much more in your face compared with its Vision Ireland equivalent, which has advantages and disadvantages. I think the RNIB logo will work great on Social, radio and podcasts, but on phone lines, in ads, and in more emotive campaigns I think Vision Ireland have the edge.

Overall it’s a really strong upbeat logo with a nice modern sound. It’s authentic and unique, and if used correctly will serve the brand well.

As for the brand theme this is something we don’t have at Vision Ireland at the moment. We do use beds on our podcast productions but we’ve never consolidated all of these. It’s an expensive endeavour usually only done by large public service broadcasters and multinationals, so it’s cool to see a charity give it a go.

The RNIB has a great musical composition, but also uses a number of unconventional sounds to create a lovely ambient effect. One recurring element is what sounds to me like a set of keys. They are used throughout but it’s never overdone.

There’s also a sort of underwater effect in the middle which is superbly produced and fits beautifully.

The use of Panning is exceptional and didn’t go unnoticed. It’s brilliantly done and is a simple touch that shows real creativity went into the project.

I think this will work brilliantly as hold music on a phone line, or even as a talk over bed. I’m excited to hear how they use it over the next few years.

Creating a good Sonic brand is a skill. I think RNIB can be proud of a job well done. Did they match the Masterpiece of the Vision Ireland Mnemonic? Well that’s impossible😂 but it’s a brilliant piece of work that sees RNIB join Vision Ireland in becoming a more inclusive brand.

Well done to everyone involved💙

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