Cancer Research UK updates dots identity

Charity Cancer Research UK has unveiled an update to its ‘dots’ identity, which was created by Interbrand in 2012.

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.

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  • Kelly Vallance November 30, -0001 at 12:00 am

    Really strong work for this great charity. Picks up where Interbrand left off and takes it to a new level.

    Looking forward to seeing it roll out.

    (The shops are crying out for it by the way! — These themes could be a great way of helping them stand out from the crowd)

  • Ismail Uddin November 30, -0001 at 12:00 am

    It’s quite interesting to learn what the original designers intended the logo to symbolise, considering I have always interpreted the design in a different way. Based upon public perception of cancer with it’s oft used nickname of the ‘the big C’, I had interpreted the logo to be representing the disintegration of cancer through research. As the dots in the original logo had no prominent visual cues to suggest their direction of motion, I reasoned that the dots must be flying out and ‘disintegrating’ the cancer / tumour. This would also reflect the action of the treatment therapies achievable through the research they fund. I’m still not quite convinced that which the logo symbolises is most appropriate as it could easily be misconstrued towards the opposite meaning…

  • William Robinson November 30, -0001 at 12:00 am

    “Sooner”? Oh dear.

    Once upon a time the VW Golf was considered a classic, then it reached “peak design”, and became a generic blancmange.

  • Jenny James November 30, -0001 at 12:00 am

    I’d say this is an excellent and creative extension of the branding.

    It helps the brand to open up.

    The current logo is ok. But this work makes things far more approachable.

    It’s just a lot more interesting!

    Good job to all those involved.

  • Helen Grant November 30, -0001 at 12:00 am

    Really love this. So inventive and playful. Just what the charity needs. Far more welcoming. (and such a brilliant charity too)

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