Cancer Research UK has refreshed its branding to tell a more consistent story of the impact its work has on the lives of people affected by cancer, the charity announced today.
The brand refresh aims to connect CRUK’s scientific and research breakthroughs with what they means for cancer patients and their families every day.
It hopes the move will increase awareness of the charity’s purpose and impact, as well as support for its work.
The update includes an evolution of the charity’s strapline, from “Together we will beat cancer” to “Together we are beating cancer”.
In a statement, the organisation said this was intended to demonstrate the progress that is being made every day by scientists and researchers across the UK rather than finding a “single cure for cancer”.
CRUK has also simplified its ‘dot’ logo, which it said represents moments coming together to tell the story of cumulative progress to beat cancer.
Michelle Mitchell, chief executive of CRUK, told Third Sector it had been 10 years since the charity last reviewed its branding, and it had worked closely with staff, volunteers and supporters throughout the process.
“Telling the story of our purpose and our impact is absolutely central to our brand, and this helps us do that really effectively – as well as being based on considerable insight from cancer patients, research scientists, our supporters and potential supporters, our volunteers and our staff,” Mitchell said.
“We had a very strong internally-led process to ensure that not only was our brand aligned with our strategy and our values, but that all of our key audiences and, importantly, cancer patients gave their input and helped to shape it, and of course have tested it extensively.”
CRUK worked with the design agency Design Bridge and Partners on the brand refresh alongside its internal stakeholders, Mitchell told Third Sector.
The charity has also launched an advertising campaign developed with the digital marketing agency Anomaly, which features patients of the charity and those affected by cancer. The ads will run across television, radio, outdoor, video on demand, digital and social media from this month.
Mitchell was not able to confirm the cost of the branding exercise and associated advertising campaign, but told Third Sector that CRUK had benefited from pro bono support from external stakeholders as well as working closely with people within the organisation.
In a statement announcing the brand update, she said: “Cancer is one of the world’s greatest health challenges and we’re at a moment of huge opportunity in terms of our ability to understand it and find ways to beat it. We need to seize that opportunity, and research holds the key.
“We rely on the generosity of the public to continue the pace of our vital work and the perception of our brand is crucial to whether people decide to support us. In a competitive fundraising environment, we must stand out with a compelling message of who we are and the impact we’re having. We have an incredible story to tell, and we need to be better at telling it.
“Our refreshed brand will do this. We’re shining a brighter light on our science and research and the impact it’s having, so people see and feel that our progress is their progress.”