Our brand achievements.

Transforming lives through the power of trust for over 60 years.
Two people at an indoor karate class. Both are in a karate uniform and are holding their hands in a karate pose.

Guide Dogs: One of Australia's Most Trusted Charity Brands

Guide Dogs Australia was announced one of the Most Trusted Charity Brands as part of Australian Reader’s Digest “Most Trusted Brands”.

We are honoured to be consistently named one of Australia’s Most Trusted Charity Brands as part of the annual Reader’s Digest’s Trusted Brands since the Charity category was added in 2013.

Close up of a Yellow labrador in harness.

For James Williams, Chair of Guide Dogs Australia, trust in brands is now more important than ever, with added pressure on organisations to safely lead staff and people with low vision or blindness out of the COVID-19 crisis.

“It has often been said that although trust is difficult to define, it is easy to spot when it’s been lost. At a time when emotions and anxieties are running high, consumer confidence and trust are being put to the test,” said Mr. Williams.

It is wonderful to see that the community believes in us and trusts that we will always be there for those living with low vision or blindness – no matter how tough the circumstances.

The importance of trust

An iconic organisation built on trust.

For more than 60 years, Guide Dogs organisations across Australia have supported people who are blind or have low vision. With the right services and support, people gain the freedom and independence to move safely and confidently around their communities and fulfill their potential.

To achieve this, trust must be at the heart of everything we do; from the trust people put in us to provide the support and care they need, to the trust between a person with low vision or blindness and their Guide Dog.

It is also vital that this trust extends to the community who helps fund over 80 percent of our services through generous donations. Every donor, volunteer, and supporter places their faith in us to provide services that assist people living with low vision or blindness to lead independent, safe, and fulfilling lives.

Without the trust, generosity, and support of our community, we would not be able to continue the crucial work we do every day.

A person and a yellow Guide Dog, in harness, sitting on grass outside. The person is smiling at the camera and the Guide Dog is a profile view.

We were thrilled to be ranked second on the YouGov Australia 2022 Charity Rankings. The rankings are based on the Consideration score from YouGov BrandIndex, which asks respondents “If they asked tomorrow, which of the following charities would you be likely to donate $1 to?”.

Guide Dogs scored 29.7, a very close second to RSPCA who came in first place with a score of 30.8.

Graphic with trophy icon and text- "Australia 2022 Top 10 Charity Rankings YouGov Charity Index."

To be named one of Australia’s most trusted charity brands by our community is a huge honour and one that Guide Dogs Australia is extremely proud of.

2021 Transform Awards: Best Visual Identity by a Charity, NGO or NFP

Celebrating our new brand

Guide Dogs Australia, together with brand transformation company FutureBrand, took home the gold medal for Best Visual Identity by a Charity, NGO or NFP at the 2021 Transform Awards.

Each year, the Transform Magazine Awards ANZ celebrate and recognise the transformative power of brand strategy, creativity and design throughout Australia and New Zealand, and we were nominated this year for our national brand rollout.

It was only in February 2021 that we launched our new national Guide Dogs brand.

Guide Dogs Australia, along with FutureBrand, also received a “Highly Commended” for:

– Best Creative Strategy
– Best Brand Development Project to Reflect Changed Mission, Values or Positioning

A person standing outside and leaning against a wall looking at the camera with a smile on their face.

We’d like to thank everyone who was involved in developing our new brand including our Clients who advised on important aspects of accessibility.

We’d also like to recognise and thank our brand partner, FutureBrand, for their exceptional expertise in accessible practice and genuine care for the Clients we serve.

Our friends at Melbourne Convention and Exhibition Centre didn’t go home empty-handed either!

Many of you will be aware of Guide Dogs Victoria’s partnership with the Melbourne Convention and Exhibition Centre (MCEC), who stepped in last year and provided our Guide Dog Team with access to their facilities when we were unable to have enough Trainers onsite to meet our needs.

MCEC also underwent a brand transformation recently – also with the assistance of FutureBrand – and were recognised at this year’s Transform Awards ANZ with a:

Silver medal for Best Brand Development Project to Reflect Changed Mission, Values or Positioning; and a Silver medal for Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector; and Highly Commended for Best Brand Evolution!

Congratulations to MCEC and all of this year’s finalists!

Guide Dogs Australia website wins gold at 2021 W3 Awards General Websites-Non-Profit category.

The W3 Awards are focused on the usability, accessibility and technical qualities of the website.

The Guide Dogs Australia website has won gold in this year’s global W3 Awards General Websites-Non-Profit category.

Receiving over 3,000 entries from across the globe, the W3 Awards honours outstanding websites, marketing, video, mobile, social, and podcasts from some of the best digital content creators in the industry, and are particularly focused on the usability, accessibility and technical qualities of the websites.

Screenshot of a website on a blue background with an awards badge in the corner. The Guide Dogs logo.

We are thrilled that our new website has been honoured by the judges who come from some of the leading digital companies around the world including Spotify and Twitter.

We would like to extend a special thank you to our digital partner, August, who have been a driving force behind the development of our websites and were instrumental in the strategy and development of our new digital ecosystem. We would also like to extend our sincere thanks to Guide Dogs staff, Clients, supporters and our wider community for their participation and support in this project.

Time to CatchUp

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