CRUK in £680,000 brand refresh

CRUK in £680,000 brand refresh

CRUK in £680,000 brand refresh

Fundraising | Jonathan Last | 8 Aug 2012

Cancer Research UK is to refresh its brand this September in a move to better reflect the extent of the charity’s work fighting the disease.

The organisation has responded to public feedback and is committing £680,000 towards a rebrand that aims to illustrate more clearly the work it does and increase its income stream to fund more research into battling cancer.

“Our volunteers felt that their great work was being let down by the brand,” said Richard Taylor, CRUK’s executive director of fundraising and marketing. “We’re not changing it or dramatically altering it, we just realised that it needed to be refreshed.

“Part of this will be by using less cold, clinical language – warming up our communications. We want to show how much we appreciate our supporters.  

“At the end of the day, our aim is to increase our income so we can fund more research and save more lives.”

Taylor stressed that the public are not, in general, clear about both the prevalence of cancer or the relevance of CRUK’s work to their lives – this is despite the fact that more than one in three people will get cancer, and that there are over 200 different cancers known.

Despite being one of the UK’s most well-supported charities, 89 per cent of donations to CRUK are for £10 or less, and it takes 234 participants in its Race for Life to fund a research lab for one week.

Matching scientific ambitions

CRUK wishes to match its fundraising to its scientific ambitions – the charity’s research spend has remained flat in recent years, so it needs to grow its income to fund the work it plans in stratified medicine, genomics and towards establishing the Francis Crick Institute.

“We absolutely believe that refreshing our brand will be a secure investment in future fundraising,” Taylor told   

“However, putting a figure on how much is difficult at this early stage. What we do know, is that it will only take 0.003 per cent increase in income over the next five years to have made a positive return on the costs – something we are confident is very achievable.

“Our ultimate ambition is to bring forward the day when all cancers are cured, and to do this, we need to continue to inspire support.  We believe refreshing our brand will help us do that – by engaging new supporters, developing stronger relationships with our current supporters, and increasing funding to save more lives and get one step closer towards our goal.”

Taylor added that those new supporters could include a younger audience, and believes that by switching to a “fresh and modern” brand that works better across digital and other platforms will help this.

New CRUK logo

New CRUK logo gif

A major part of the rebrand is the introduction of a new CRUK logo. The familiar arrow of blue dots with a pink one at the tip is being replaced by a large ‘C’ of multi-coloured dots that are dispersing – illustrating both the range of people who come together to help beat cancer (volunteers, patients, doctors and nurses) and how the disease itself can be broken down and beaten.

The logo will also be altered for its usage on other CRUK materials: the dots replaced by numbers for a leaflet of statistics, fruit for a guide to healthy eating, and so on.

CRUK commissioned branding agency Interbrand to help with the rebrand, and while Taylor could not confirm the sum paid to the agency, he did say that it “has been very generous given the nature of the project and that we are a charity”. Most of the total invested will go towards new signage and refitting of the charity's 500-plus chain of shops.

This rebrand comes on the ten-year anniversary of the merger of Cancer Research Campaign and Imperial Cancer Research Fund that bore CRUK.

CRUK recently reported a slight increase in income in its annual financial report for 2011/12.


[Cancel] | Reply to:

Close »

Community Standards

The community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

  • Robust but respectful debate
  • Strongly held opinions
  • Intelligent relevant discussion
  • The sharing of relevant experiences
  • New participants

We will not publish:

  • Rude, threatening, offensive, obscene or abusive language, or links to such material
  • Links to commercial organisations or spam postings. The comments board is not an advertising platform
  • The posting of contact details for yourself or others
  • Comments intended for malicious purpose or mindless abuse
  • Comments purporting to be from another person or organisation under false pretences
  • Gratuitous criticism, commentary or self-promotion
  • Any material which breaches copyright or privacy laws, or could be considered libellous
  • The use of the comments board for the pursuit or extension of personal disputes

Be aware:

  • Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
  • Comments left by others may not be accurate, do not rely on them as fact
  • You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear


  • Enjoy the opportunity to express your opinion and respect the right of others to express theirs
  • Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.

Free eNews

Man admits stealing £300,000 from collections for Help for Heroes

29 Jul 2014

A man has admitted pocketing £300,000 donated by members of the public who believed it would go to Help...

Up to 144 jobs could go at Royal Voluntary Service as part of restructure

29 Jul 2014

Royal Voluntary Service is planning to make up to 144 redundancies in both its operations and support...

Children's charities call for an end to 'price-driven competition' in public service provision

28 Jul 2014

A coalition of 29 children’s charities and trade unions including Barnardo's and Action for Children...

Commission investigates charity over concerns it was used for private benefit

29 Jul 2014

The Charity Commission has opened a statutory inquiry into grant-giver the Catalyst Trust over concerns...

PTA-UK: Big Society Network chief was confident of funding

28 Jul 2014

PTA-UK has revealed that it turned down an invitation from Big Society Network to be a partner in its...

Big Society Network chair’s company gave £64k to Conservative Party

28 Jul 2014

A company owned by the chair of Big Society Network donated services totalling more than £54,000 to the...

Online donations forms are too long and cost charities donations, finds report

28 Jul 2014

One third of leading charity websites require potential donors to complete more than 20 actions before...

Greenpeace video removed from YouTube following copyright claim

14 Jul 2014

A campaign video by Greenpeace against Lego’s relationship with Shell has been subject to a copyright...

Oxfam advert removed after appearing before extremist videos

10 Jul 2014

Oxfam has removed one of its adverts from YouTube after it was shown on channels showing content from...

Join the discussion

Twitter button