Children with Cancer UK, the charity funding research into children’s cancer, rebranded last week as part of a fresh strategy launched late last year.
The charity has grown by almost 50 per cent over the past five years to a turnover of £16.5m. It said that its vision was of a world in which no child died of cancer, and it had updated its strategy to focus on the fact that the only way to address this was through research.
The charity also updated its website to reflect the new branding.
“We needed to articulate our vision in a way our supporters could understand,” a spokesman for the charity said. “Our new logo is designed to reflect a molecular structure.”
He said the previous branding had remained unchanged for 25 years and needed to be updated.
“A lot of our messaging was quite negative,” he said. “That’s because 25 years ago survival rate was just 64 per cent, and now it’s 84 per cent. That’s a positive message to tell.”
The charity worked with a designed called Helix and a consultancy called BrandBucket to develop its new look. The spokesman said the charity had spend “a very small amount” of money on developing the new brand.
The new branding was unveiled on 2 July.