Cultivating brand potential


Breast Cancer Now

Posted by: Jo Briton

Categories: Charity, Branding, Marketing, Digital,

Wed, 08 Jul 2015

I saw the first TV advert for Breast Cancer Now just the other day and it intrigued me enough to look up the branding. Luckily Design Week had a feature on it.

Breast Cancer Now is a new organisation formed from a merger between Breakthrough Breast Cancer and Breast Cancer Campaign.

The Clearing has created the identity for the new charity and the Creative Director Jonathan Hubbard says that part of the brief for the new identity was to create “the first major new charity brand of the 21st century”.

The newly formed organisation is the largest breast cancer charity in the UK and is launching with the aim of stopping women dying from breast cancer by 2050.

The previous Breakthrough Breast Cancer identity was created by Hat-trick in 2009, while the Breast Cancer Campaign branding was developed in 2013 by Vincent Design and Identica’s Chris Cleaver.

The new Breast Cancer Now identity uses a pink and grey colour palette, while the logo features a heart inside a circle.

Hubbard said: “The pink was a challenge for us. Breast cancer charities effectively own pink and there are 53 charities in the sector, many of whom are using the colour.

“But we wanted to own the cause of stopping breast cancer. If we didn’t use pink in the identity then the charity would have to spend the first ten minutes of every conversation explaining why they weren’t pink.”

I think this is always an interesting problem for designers and charities, and even particular industries.

A softer, more natural pink was used rather than the magenta used by similar charities. This is teamed with a harsher grey, so that the charity can talk about hope and fear.

Rather than having strict brand guidelines like other charities, the identity has been designed “as a symbol that people could treat as their own.” Charity supporters will be able to use the identity in any way they wish without harsh boundaries.

What do you think? Is this the first major new charity brand of the 21st Century?

Source: Design Week