Product category:
Design services
News Release from: Spencer Du Bois | Subject: brand identity design
Edited by the Marketingservicestalk Editorial
Team on 06 May 2008
Breast Cancer Care reveals new identity
Breast Cancer Care, the provider of information, practical assistance and emotional support for anyone affected by breast cancer, has unveiled a new brand positioning and visual identity.
Brand specialist Spencer du Bois is responsible for the work, which aims to differentiate the charity more clearly in the breast cancer arena Breast cancer is the most common cancer in the UK and accounts for nearly one in three of all cancers in women, with more than 44,000 women diagnosed every year
This article was originally published on Marketingservicestalk on 9 Mar 2007 at 8.00am (UK)
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Breast Cancer Care wants to increase awareness of its information and support services amongst people affected by breast cancer and healthcare professionals, as well as supporting its fund-raising efforts.
Spencer du Bois was appointed in January 2007 to review the charity's identity.
The agency undertook an in-depth research and consultation process that identified a differentiating positioning.
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People affected by breast cancer, staff, volunteers and supporters were all involved.
From this Spencer du Bois has created a distinctive new logo that reflects Breast Cancer Care's three qualities.
Empathy - through the organisation's uniquely high degree of direct personal experience and the understanding that everybody with breast cancer has a very different journey.
Evidence - the clinical expertise that underpins the efficacy of all the charity's information and support services.
Individual - its services are focused around the specific needs of the individual, in the unique networks, support services and information it provides.
Claire Biscard, Design Director, Spencer du Bois, said: "Our challenge was to evolve the identity to be a distinctive platform for Breast Cancer Care to communicate its own values while retaining the potency of the iconic 'pink ribbon".
The new identity, to be phased in across all communications from May, evolves the ribbon into three strands and uses a pink gradation: pale pink, deep pink and purple.
Breast Cancer Care particularly wanted to move away from its previous logo and the pink ribbon within it which has become a generic international symbol of breast cancer awareness rather than one that is associated specifically with the charity.
At the same time it wanted to retain some elements of the ribbon motif, which has enormous visual equity.
The iconic symbol of the pink ribbon, and the use of pink, have driven breast cancer awareness but the general public, many people affected by breast cancer, and many healthcare professionals cannot distinguish the numerous players in this area.
Murray Lindo, Director of Fundraising and Marketing for Breast Cancer Care, said: "We are a unique organisation, offering vital services to people facing a complex, life threatening illness.
"Our primary concern has been that public confusion about the different charities in our field may be getting in the way of those people finding out about the services we offer that could help them.
"With this work we are stepping up to claim our territory and eradicate this confusion.
"It represents an important development in our efforts to reach and support people affected by breast cancer now and in the future.".
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