The update sees the charity move away from the colour pink, which is synonymous with charities supporting those with the disease, and instead focus its logo on a new orange colour.
Speaking to Marketing Week, Breast Cancer Care’s head of communications and marketing, Jane Heath, says that the change will help highlight its work in providing direct services to cancer sufferers and their families. Currently, the charity estimates that just one person in every 100 knows the work it does.
“The breast cancer charity space is very crowded and everyone is pink. We want to stand out from the crowd and highlight our work. There are still too many people that haven’t heard of us,” she says.
The changes will see Breast Cancer Care introduce orange to its logo, a colour that Heath believes highlights the “warmth, energy and strength” of the charity. It is also losing the pink ribbon, although it will still sell the ribbons to raise funds.
A new strapline “The breast cancer support charity” is also being used to reinforce its position as a specialist support charity.
The new brand identity will roll out slowly over the next year, first in a new booklet for patients and then at its next event, which is a fashion show. It will also appear on its website when that is revamped early next year.
The launch is backed up by a marketing campaign that will run online and outdoors. This includes posters in areas where the charity has a strong presence, such as shopping centres and changing rooms, as well as on its Facebook and Twitter accounts.
Corporate sponsors including Asda and Arcadia will also help to get the message out about the brand’s new image and the work it does through marketing both in store and online.
The charity hopes that by revamping its brand and better explaining what it offers, it can boost supporter numbers and raise more money to carry on its work.
Heath says: “This is about awareness and explaining more clearly what we do. In the end, we want to reach more people and raise more funds.”