A Brand-New Chapter for Guide Dogs

February 09, 2021
A person standing outside and leaning against a wall looking at the camera with a smile on their face.

We’re excited to introduce our new Guide Dogs brand!

As one of Australia’s most trusted charities, our organisation draws on more than 60 years’ experience supporting people with vision impairment or blindness, children with autism, and their families.

Today, we offer so many life-changing services in the community. We’ve added so many chapters to our story. We are updating our brand to help better identify Guide Dogs to our clients, referrers, supporters and funding bodies as the only truly national provider of a wide range of specialist vision services, beyond our Guide Dogs.

Introducing a new brand is not just symbolic. It’s a change to the way we engage with important people like you, the way we talk about ourselves, and the way we make others feel.

Our new brand will be accessible for everyone. It incorporates a simple and bold logo, a clean font known for its legibility and colours and patterns designed with large shapes and high contrast for increased visibility.

Our new brand will stand out against other brands and communicate what Guide Dogs stands for, to help build trust in all our vision services beyond our iconic Guide Dogs.

Our updated brand will be gradually rolled out over the coming weeks and months. In the meantime, you can visit this page to learn more about the new Guide Dogs Brand or read through some FAQs below:

Why change the Guide Dogs brand?

Every brand is like a story. Ours is much-loved, but it needs some new chapters to better highlight how we support people with vision impairment or blindness.

In the past, our brand has not been as accessible as it should be for our clients, and many of our supporters, employees and volunteers. In fact, people have told us of their challenges while reading and interacting with our brand in different situations.

By exploring new ways for our brand to sound, look and feel, we can tell a story that better represents Guide Dogs, and ultimately provide better services and information to our clients and their support networks.

What will be different in the new brand?

We’ve developed our new brand through exciting collaborations with all sorts of people: both from within Guide Dogs and from the wider community.

Our new brand is fully accessible with a modern look and feel. It will better reflect the wide range of services Guide Dogs offers, so everyone can clearly understand the wide range of services we provide and how we work in the community.

Our Guide Dogs will always be vital to our story, but now they’re part of a bigger picture. Our new brand is modern, dynamic and impactful, and builds on the strength of our history and of all our offerings.

Why introduce a new brand during a major health crisis (COVID-19)?

At Guide Dogs, we know accurate information about services is more important than ever for our Clients while the COVID-19 virus remains a significant risk to health.

We are working hard to ensure Guide Dogs’ Clients have access to the right information when they need it. In other words, our new brand will improve access to information for Clients, in addition to better representing the whole Guide Dogs service offering beyond the supply of iconic Guide Dogs.

We’d love to hear from you

We hope you love our new brand as much as we do, and as a valued member of the Guide Dogs family, we of course welcome your feedback as we enter this new chapter together. Please contact us at or 1800 757 738.