A Brand You Can Feel – The First Tactile Brand Identity by Canadian National Institute for the Blind

A Brand You Can Feel – Zerotrillion created the first tactile brand identity – a texture that tells the story of the Canadian National Institute for the Blind with touch. Whether you’re visually impaired, blind, or sighted, you feel the same experience.

The Canadian National Institute for the Blind (CNIB) has been supporting the visually impaired community for over a hundred years. It focuses on true inclusivity, so when it came to the brand design relaunch, it was not enough to just create versions for sighted and visually impaired audiences. The challenge was to develop a brand identity that would be meaningful to all.

To focus on something that everyone experiences equally, a tactile brand identity was developed – a texture that tells the brand story through touch. Using raised-polymer printing, this texture is applied on all touchpoints, from handrails to posters and business cards.

Credits
Agency: Zerotrillion
Production Company: Makers, Toronto
Tags: Brand Design Relaunch, Branding, Public Interest Campaigns