• Transform magazine
  • May 17, 2021

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Cancer Central reveals new brand identity

TT 4 May Cancer Central

Cancer Central, a social enterprise that helps people affected by cancer find the support and information they need, has launched its new brand identity created by design agency Design by Structure.

The identity is based on a ‘guiding you’ creative proposition, supporting the social enterprise’s key messaging. The site was designed to guide people to information pertinent to the stage they are at in their illness, offering support for practical issues and services such as local societies or taxi hire to deeply personal ones such as finance, hats or wigs.

The logo is a looping heart shape, which invokes love and support. Structure created a flowing ‘super graphic,’ echoing the logo, which is used as a connecting device to link the brand across different applications and channels. This is supported by a portfolio of icons designed in a similar flowing style, which are used across all channels, including collateral, website and merchandise.

“Cancer Central connects people and their families with the vital services they need during their darkest hours. We took inspiration from Avril’s [the founder’s] passion to bring her vision and brand to life,” says John Galpin, co-founder of Design by Structure.

Design by Structure’s creative solution is centred around a human approach, being sensitive to the content and reason for visiting the website. The colour pallet is made of gentle colours, which are soft and friendly, aiming to bring a sense of clam to the user experience