Brand guidelines
Accessibility is built into the heart of the Blind Low Vision NZ brand. Our goal is to present a brand that is engaging for all and accessible for our blind and low vision audiences.
Our brand is designed to the standard of WCAG 2.1 AAA digital accessibility, with similar agreed principles applied to print. It incorporates clean fonts, strong colour contrast, clean backgrounds, and clear navigational cues. The pages of this guide should help you create accessible communications with our brand codes at their heart.
You can read more about WCAG and accessible design at www.w3.org/WAI/ or reach us via our Contact Us page.
Brand use disclaimer
The Blind Low Vision NZ brand is a valuable asset that reflects our mission, values, and commitment to accessibility. For permission to use Blind Low Vision NZ branding, get in touch via our Contact Us page.
To maintain the integrity and impact of our brand:
- Use only approved brand assets (logos, colours, fonts, and graphic elements) as provided in these guidelines.
- Do not alter, distort, or recreate any brand elements.
- Avoid using the brand in ways that imply endorsement or partnership without prior consent.
- Ensure accessibility standards are upheld in all applications.
These guidelines are designed to support consistent and respectful use of our brand. If you’re unsure about usage or need assets in alternative formats, get in touch via our Contact Us page.
Overarching principles
As a ‘for purpose’ organisation we exist to empower New Zealanders who are blind, deafblind or low vision to live the life they choose. Our community includes individuals who are blind, have low vision or a combination of both sight and hearing loss.
We endorse and will be guided by the United Nations Convention on the Rights of Persons with Disabilities (UNCRPD), the Treaty of Waitangi, the New Zealand Disability Strategy 2016-2026 (NZDS), Enabling Good Lives (EGL) and He Korowai Oranga (Māori Health Strategy) in our consideration, decisions and actions.
Accessibility Disclaimer
While these brand guidelines have been designed with accessibility at their core and follow the W3C WCAG 2.1 AAA standards, they are primarily visual in nature. As such, some elements such as logo variations, colour palettes, and graphic layouts may not be fully accessible to individuals who are blind, deafblind, or have low vision.
We are committed to inclusive design and welcome feedback to improve accessibility. Blind Low Vision NZ have created a wide range of resources to help make communities safer for people who are blind, deafblind or have low vision.
If you require this information in an alternative format or have any questions, get in touch via our Contact Us page.
Tone of voice
Our tone of voice needs to be authentic to who we are, supportive for those we serve, and above all, human.
We can’t speak for everyone – our clients are all individuals – but when we do speak, it comes from a place of empowerment and respect. We are here to support, guide and walk alongside. We reject ableist language in all its forms and see our clients as people, not victims.
We should project authenticity, warmth, gravitas and leadership. We are trusted by many and must never take that for granted.
How do we approach this?
It’s best to think of ourselves as a persona. Imagine this person in our mind when writing for Blind Low Vision NZ. That persona is:
Human
We support, encourage, and stand with our clients.
We validate them as individuals and support who they are.
Compassionate
We understand, anticipate and empathise with the challenges and successes of those we serve.
We are altruistic, caring and genuine.
Positive
We are optimistic, spirited and positive in the face of pity and doubt.
We’re happy to use humour to disarm negative stereotypes when appropriate.
Champion
Our passion and dedication runs deep, fuelling every action and decision we make.
We champion self-belief and are a client’s biggest cheerleader and ally.
Simple guidelines
It’s always useful to know not just what we are, but what we aren’t. These are mostly common sense but do help guide our view of the world and how we express it.
We are
- About people, progress and empowerment.
- Positive and optimistic.
- Human and empathetic.
- Not afraid to use humour when suitable.
- Supportive of our clients.
- Change-makers.
We aren’t
- About problems, limits or pity.
- Guilt-inducing or depressing.
- Institutional and bland.
- Conservative and cautious.
- Self-congratulatory.
- The status quo.
A note on humour
What do we mean by humour? It can be tricky to get right. We work with people who face serious challenges, after all. And there’s a time and place for it. In an ad, maybe. In an email asking for a Gift in Will, not so much.
When we do use it, it’s a typically wry, Kiwi type of humour – more understated, tongue-in-cheek and intelligent than basic, silly, slapstick or dad-jokey. It’s definitely not mean or punching down. No victims, please. It’s not too clever, elitist or highbrow. Just be intelligent, confident, even a bit cheeky. But never at the expense of anyone.
Often the first ones to see the human, humorous side of any challenges are clients themselves. And, used correctly, can be very powerful.
It’s just common sense
Chances are you’ll instinctively know what is the correct tone for Blind Low Vision NZ. It’s not rocket science. It’s just being thoughtful, positive and on our clients’ side. But please use this as a guide to refer to in any situation if you’re not quite sure.
Thanks!
Brand codes
Our brand codes drive brand recognition and consistency both internally and externally. These create a bold and lively expression – visually, written and spoken – of our mission and values.
Clear typography at larger sizes creates easy to read communications.
High contrast colours are used for our low vision audience. Bright accent colours and classic graphic shapes make the design visually appealing to a sighted audience.
Our clients are celebrated through our brand and real-world photography.
To help you create accessible communications with our brand codes at their heart, get in touch via our Contact Us page.
Logos, colours, and fonts
Download the complete PDF of Blind Low Vision NZ Brand Guidelines to know more about our brand codes, logos, typography, and more.
Request permission to use Blind Low Vision NZ branding, get in touch via our Contact Us page.