Breast Cancer Now, the charity formed following the merger of Breast Cancer Care and Breast Cancer Now, has revealed a new brand identity.
The two charities legally merged in April this year, but are now launching themselves to the public as a combined charity.
In a statement, the charity said its new brand identity and proposition “draws on the strengths of its legacy organisations whilst creating a strong brand for the future, to help maintain and grow its income and impact”.
The brand agency Wolff Olins was chosen to lead the brand development following a competitive pitch process. It carried out extensive engagement, insight and testing with patients, supporters and other stakeholders, in order to “ensure the views and experiences of those affected by breast cancer were at its heart”.
The new visual identity uses a bespoke, handwritten font and is built around the “embrace symbol”, which takes the form of an incomplete ‘O’ in the charity’s logo. The symbol has been named “embrace” because “it represents the coming together of research and care to support those affected by the disease”.
The new charity’s colour palette is made up of pink, orange, yellow and purple, drawing on the colour palettes of both legacy charities. The colour palette is designed to appeal to both male and female audiences, while the use of purple is intended to represent the serious nature of breast cancer.
The brand will be launched with an advertising campaign across radio, digital channels, bus sides and on the London Underground. The “What we’ll see” campaign, developed by creative agency Nice and Serious, hopes to convey that “whilst breast cancer creates fear, if we act now, we’ll see more hope”.
The charity is also planning to launch a campaign dedicated to secondary breast cancer, which is where breast cancer spreads to other parts of the body, in mid-October.
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