IAPB rebrand and Vision Atlas refresh
New logo and strapline launched
As the International Association for the Prevention of Blindness (IAPB) launches its 2025 World Sight Day campaign, the not-for-profit organisation has unveiled a new brand and enhanced Vision Atlas.
“Extraordinary progress has been made in the past few years to tackle avoidable sight loss,” said Peter Holland, IAPB chief executive. “Our new Vision Atlas and brand refresh ensure we can communicate confidently and be bold in our efforts to embed eyecare as a fundamental development issue, integrate it within wider health care and activate demand for services. Putting it simply, we haven’t changed our name, our purpose, or our ambition. What we have changed is how we present to the world.”
The enhanced Vision Atlas is a platform for global eye health data, trends and insights — informing critical decisions and action. Built to support advocacy, planning, and accountability, its aim is to offer a “critical tool helping governments and others visualise the scale of the challenge and track progress, empowering smarter decisions and stronger action”.
“We have always aimed to make high-quality data openly available, and accessible,” said Jude Stern, IAPB director of knowledge and capacity building. “The new Vision Atlas delivers on that ambition. We now have an incredible platform that will support research, advocacy and planning, as well as transparency and collaboration in eye health data collection and use. I thank our group of data contributors who have helped shape the Vision Atlas, as well as our generous sponsors who are incredible champions who recognise the importance of data and how it can be applied to make a positive difference in the current landscape.”
The new identity retains the IAPB name with an updated logo, inspired by a diagnostic tool used globally to detect and correct refractive errors. IAPB has put inclusivity at the heart of its new identity, meeting the highest industry standards in terms of contrast, readability and legibility, as well as making conscious colour choices dictated by accessibility contrast targets. With its new strapline, ‘Changing how everyone, everywhere sees’, the IAPB aims to change how audiences see and understand the global eye health landscape.
“For this rebrand, we made a conscious choice not to turn to a large branding agency,” added Simon Darvill, IAPB director of communications, campaigns and events. “Instead, we have worked with brilliant minds in branding and communications who know this sector, who are deeply engaged with IAPB, and those who challenged us to think big.
“The result is a brand that reflects IAPB’s mission, collaborative nature and reinforces our position as a leading voice for eye health. A role that has become increasingly critical as we call for urgent action and more investment from world leaders in eye health,” added Simon.