The charity will now use six ‘design themes’ based on the original identity, which have been developed by CRUK’s lead brand partner SomeOne.
The original Interbrand-designed logo comprises a single C made up of multi-coloured dors, that symbolise ‘a collective force coming together to help beat cancer’.
SomeOne says the new designs create ‘a more flexible identity system… to be used across a range of channels and communications such as digital and print.’
The consultancy says the six new designs all reflect core themes of ‘beating cancer sooner’.
The ‘Sooner’ design features a speeding series of lozenges that were created by London special effects house Smoke & Mirrors.
The new work is designed to be rendered at a variety of different angles to accentuate the feeling of speed and acceleration.
The ‘Collective Force’ design shows a series of connected fibreoptics, which SomeOne says illustrates the point that ‘united we are stronger’.
‘Scientific Research’ features the equipment used every day by CRUK’s scientists. The equipment was provided by leading CRUK labs in London and was filmed and shot by photographer Simon Warren.
The ‘Science’ structure is inspired by molecular structures and has been designed to show how pioneering science and life-saving discoveries are at the heart of the CRUK brand.
‘Celebration’ features film and photography of ascending balloons and, says SomeOne, aims to express ‘the optimistic point of view of CRUK’.
‘Christmas’ is reflected through the photography of a series of custom-built bauble installations developed with CGI firm Digital Progression.
The work will be made available to all CRUK rostered constulancies, to use across communications.