Macmillan Cancer Support

Rebranded by Wolff Olins

This wonderful group helps with "all the things that people affected by cancer want and need - practical, emotional and financial support, information and specialist health care," and pushes for better cancer care.

We will seldom see a more sweeping and engaging brand renewal, through design, than this. And for a lesson in how to teach your various constituencies what a brand is all about, and how to "be the brand," see be.macmillan.org.uk.

Everything was rethought and retuned, including the name: "Support" is much truer to the brand purpose and promise than "Relief," which suggests merely medication. But the design change is huge, and drives the personality change. It is anchored in the hand-drawn alphabet crafted by typography designer Miles Newlyn...

 

The new brand launched April 5, 2006.

Credits:
Design:  Wolff Olins, UK
                (with Miles Newlyn, consulting type designer)