Glaucoma Australia Launches New Brand Identity

On the 27th February Glaucoma Australia announced the launch of its new brand identity with a redesigned logo and tagline. These changes come at a time when the organisation is evolving the services it provides to glaucoma patients and health care providers.

“All companies and organisations need to stay up to date and accurately reflect stakeholder needs” said Annie Gibbins, CEO Glaucoma Australia.

“Our market research around the past, present and future direction of Glaucoma Australia has indicated that perhaps one key element (our brand identity) has not kept pace with the evolution of the organisation and the environment in which we operate.

“After many years with our logo, we felt it was time to update our brand identity, to ensure it reflects the more modern, active and relevant organisation we are becoming.”

Glaucoma Australia’s Manager – Online Marketing and Customer Engagement Gillian Hopkins said “The spherical graphic of the new brand identity is a modern interpretation of an eye. It has been developed to be representative of the continuing cycle of care, intraocular pressure and peripheral vision. Its fresh, cool, relaxed colour palette denotes calmness and embodies our aim of easing the glaucoma journey with support and knowledge.

“The new brand approaches the depiction of an eye in an abstract, contemporary and interpretable form, reflecting both the variance of the disease and its progress, and the breadth of support provided by Glaucoma Australia."

“The new identity positions Glaucoma Australia as a confident, modern organisation whose work is centred around, and dedicated to, saving sight.” Ms Hopkins added.

The new brand identity was launched ahead of World Glaucoma Week (10 – 16 March 2019) and rolled-out across all collateral in the coming months.