It seems like re-branding is in vogue for deaf organisations. Heck, the RNID (Royal National Institute for the Deaf) not only came up with a new logo for themselves earlier this year, but also a new name – Action On Hearing Loss.
Now it’s the BDA’s (British Deaf Association’s) turn. The charity, which represents the Sign Community (which could also be described as people who are big ‘D’ deaf – who are proud of being deaf, positive about the culture and being part of the deaf community) recently set up a Vision Group “to look at updating our logo, our mission statement, our vision and our values.”
On their website today, they say that they want to to “reflect the fact that the BDA is a Deaf People’s organisation representing a diverse, vibrant and ever-changing community of Deaf people. We wanted people outside the BDA – including Deaf people who don’t know us – to know that we are a Deaf People’s organisation.”
Here’s a screengrab from the BDA’s website showing the three images:
What do you think?
An unfortunate thing about the images is that in all three, there seems to be an apostrophe missing from the word ‘Peoples’ – hopefully they’ll add that (so it becomes ‘People’s) to the final logo (unless I’m barking up the wrong tree and need to read Eats Shoots and Leaves again).
My first thought is that all three are an improvement on the current logo, below:
What I also like about the three options is the fact that people, and their arms/hands, are part of the logos – which reflects the BDA’s emphasis on the community they serve.
Having the ‘D’ in BDA in a different colour, which makes it stand out, also seems to emphasise the way the charity sees itself as representing the big ‘D’ deaf community. In the first image, the ‘D’ also has a person attached to it, which is neatly symbolic.
I’m not sure, though, if it’s not slightly confusing for people who know nothing about the BDA that the blurb below those three letters says ‘Deaf Peoples Organisation.’
It might seem strange that the slogan is also three words long, and I wonder whether some might think that the acronym should read DPO rather than BDA.
In my view, I also think it’s a shame there weren’t three slogans to choose from.
Many may disagree with me (and feel free to) but I don’t find ‘Deaf Peoples Organisation’ as inspiring as it could be. I’m thinking of the National Deaf Children’s Society’s neatly inclusive ‘Every Deaf Child’, which practically makes you want to support them straight away.
I wonder whether a slogan like ‘For Deaf People’ or ‘Serving the Deaf Community’ or even ‘Serving the Signing Community’ would have worked better and also added more information to what people see on the first glance.
That’s just my take on it though.
Since the BDA aims to represent deaf people – I’d go with the third image, with three different sized avatars (if that’s the right word) to the right of it. It instantly gives the idea that they’re serving a number of people.
It’s important to note that the final logos may not be in the blue and green shades seen here – the colours are still to be decided.
To take another look at the logos, and cast your vote if you’re a BDA member, just go to this link: http://www.bda.org.uk/new-logo
Twitter responses to the logos 10th Nov ’11:
@LianneMurphy: Good post and well spotted of the missing apostrophe! Third one looks good to me, certainly an improvement of the current logo
@DancingMischief: 😦 Olde-worlde in the sense it is both old-fashion and suitable for old people. Nothing there that represented for all ages.
@deaf: My thoughts on the new BDA logo: it looks like a Deaf person scratching their head. Probably wondering where the missing apostrophe is.
@JGJones: First thought of looking at logo was that I was thinking of Open University on BBC in 80’s – their style to be specific.
@idunnocineology: Remember WFD approved a new deaf flag – no sign related to deaf, ear, etc – looks like BDA is going in the opposite direction.
@evejam: just look at logo looks like the person is using the sign for “doing my head in” or “getting on my nerves”
@ndbeese: Agreed. So many issues – need to start again and look at strategy & rethink brand. #bdalogo #sadtimes
@MrBrianDuffy: BDA’s proposed logos. My gods. Seriously
Charlie Swinbourne 
I did not even know they were thinking of changing their logo until I read this!
I like them all, but like you, I think the third one is best for the same reason. But although the logo is nice and does not stick in your face, and much better than someone elses rebrand, it looks like the person is scrathing their head to me, as if in thinking or studying.
Yuck! Disgrace! BDA shuppose be two hands logo that represent British Sign Language… Not America Sign Language in British! Shame on ya BDA.. no wonder some of us got lost in faith with you BDA!