Hat-Trick Design creates Prostate Cancer UK identity
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Hat-Trick Design has created a new identity for charity Prostate Cancer UK, which uses a ‘man of men’ icon – a representation of a man composed from images of many men.
The organisation was formerly known as The Prostate Cancer Charity and has renamed and dropped the word ‘charity’ from its title.
The ‘manifesto’
It says, ‘Our research showed that only three of the top 100 UK charities use the word “charity” in the name and that the word is associated with fundraising, children and dependency – not with authority, research or expertise.’
Wall graphics
As well as the new name Hat-Trick developed a new identity, based on the ‘man of men’ icon.
Wall graphics
Hat-Trick co-founder Gareth Howat says, ‘The design reflects the numbers of men affected by the disease and is symbolic of men working together to find solutions.’
Wall graphics
The consultancy also created the ‘manifesto’, printed in the form of a newspaper, which is aimed at both internal and external audiences.
The ‘manifesto’
Hat-Trick designed life-size male symbols, interacting with their surroundings, which are used as environmental graphics in the Prostate Cancer UK offices.
Wall graphics
And this clock, which states ‘one man is diagnosed with prostate cancer every 15 minutes in the UK.’
Clock
Prostate Cancer UK says it hopes the ‘bold’ new identity – which was developed in a £190 000 project - will help it reach more men – as prostate cancer is predicted to become the most common cancer by 2030.
Readers' comments (3)
Milan | Fri, 29 Jun 2012 11:39 am
Despite being derivative (I've seen several ad campaigns in the past 12 months in a similar style), I like it.
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Paul Hooper | Fri, 29 Jun 2012 2:49 pm
Personally I don't like the logo itself as I find it a little static and lacking style (sorry!). I do however like the idea, applications and the extension of the idea. As the previous comment said, it may not be totally unique. It is however a worthwhile cause, so well done.
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Sophie Mann | Fri, 29 Jun 2012 4:07 pm
I love this new identity and the thinking behind it. It catches the eye and gets away from the usual stuffy charities' idenities. Clear, Simple and to the point.
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