Since 1993, the Foundation for the Employment Promotion of the Blind (FEPB) has worked to empower the visually impaired through medical care, education, vocational training, and employment. From traditional Thai massage to computer skills and mobility training, the foundation equips individuals with the tools to live with dignity and independence. Yet while its mission continues to grow, the visual identity has remained unchanged — originally designed in-house, without a consistent system for logo, typeface, or colour. This rebranding marks a new chapter: a clearer voice and a more modern image, reflecting not only who we are, but how far we’ve come.
About B
We explored a simple geometric form — <•> — to represent the eye in its most minimal, timeless expression. A mark that feels contemporary yet universal, hinting not only at vision, but also at people, potential, and possibility. The design was intentionally understated: a soft, open circle rather than a solid dot, symbolising a partially lost but still present sense of sight. It quietly acknowledges the reality of visual impairment while expressing quiet dignity and hope. More than just a logo, it was conceived as a flexible graphic system — a starting point for creating human figures, pictograms, and a wide range of visual elements that reflect the foundation’s mission to help the blind live independently and access meaningful opportunities. We loved this direction. It’s a shame it didn’t make it further.
About A
This direction came from the client’s request — to refine the original logo for better usability and a more polished look. The original mark, featuring two hands forming a heart within the shape of an eye, symbolised both the foundation’s core activity — training the blind in massage therapy — and the spirit of care, empathy, and connection between the visually impaired and those they serve. We retained this meaning while refining the spacing, proportions, and form to better align with the foundation’s evolving vision and communication needs. A thoughtful evolution, not a reinvention.
Let’s just keep the original. It’s easier. Less confusing for everyone!
It was a tough moment, not just for our team, but also for the client-side working group who had tried to push forward the new direction we truly believed in. The final decision rested with someone who is visually impaired, and understandably, the visual nuances we saw—the difference, the improvement—were difficult to convey. When seeing becomes a barrier, understanding takes the lead. Choosing to stay close to the original, to avoid confusion, was ultimately a decision made with clarity, even if it meant letting go of what we loved.
