Cancer Research UK updates branding to become more flexible with six new themes
Cancer Research UK has unveiled six new design themes created by new lead brand partner SomeOne.
Reflecting the charity’s core theme ‘beating cancer sooner’ the six new designs offer a more flexible identity system based on the existing brand mark – a single C made up of multi-coloured dots, symbolising a collective force coming together.
The flexible approach to branding aims to encourage more conversation with supporters by being more diverse and dynamic.
For the ‘Sooner’ design (shown above) London special effects house ‘Smoke & Mirrors’ created a speeding series of lozenges that can be rendered at a variety of different angles to accentuate the feeling of speed and acceleration.
‘Collective Force’ uses a series of connected fibre optics to highlight that people are stronger working together.
Equipment used every day by Cancer Research UK scientists features in the ‘Scientific Research’ theme, with the equipment shown provided by CRUK labs in London and filmed and shot by Simon Warren.
Molecular structures used by scientists inspire the ‘Science’ theme which has been design to show the pioneering and lifesaving discoveries at the heart of the CRUK brand.
‘Celebration’ captures the charity’s optimistic point of view and features film and photography of ascending balloons.
CGI firm Digital Progression lent a hand to create the seasonal ‘Christmas’ theme created using a series of custom-built bauble installations.
The new brand themes follow the launch of CRUK’s latest advertising push last month which set out its ambition to get three in four patients surviving cancer within the next 20 years.
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