It is introducing a new logo and brand identity that brings together the Race for Life and Cancer Research brands for the first time.
Cancer Research hopes the new look will make the fundraising event feel “more relevant and inspiring” to the women that take part and their friends and families.
It also hopes the brand refresh will encourage more people to participate in the event.
Emma Hyatt, head of Race for Life says: “2013 sees the beginning of a new chapter for Race for Life, Cancer Research UK’s flagship event. We feel that now is the time to refresh Race for Life to make it more relevant to our audiences, to build that sense of community between like-minded people and cement the link to Cancer Research UK and its groundbreaking research.”
Race for Life is also hoping that the refreshed brand and “strengthened connection” between it and Cancer Research will help attract new sponsors. It changed its sponsorship strategy earlier this year as Tesco stepped back from being the event’s headline sponsor for 10 years. In January, the supermarket announced that it would be the main sponsor the charity’s Race for Life events until 2015
The shift follows the introduction of a new brand identity for the charity earlier this summer.
The new branding, which has been deigned to look like a finish line tape, will come into effect ahead of the 2013 fundraising event.