Breastcancer.org, a 9-year-old, and 8 million visits a year online resource for breast cancer unveiled today a new identity. While this is technically a Before/After, the old logo was such a non-logo that I decided to just let the new logo shine. Unlike most brands I cover, I don't have any direct relationship or experience with breastcancer.org — which is a good thing, I think — so this is purely a reaction to the design and hearing about this site for the first time. Designed by Siegel + Gale, the logo is an intertwined pink ribbon forming a circle, giving a new execution and a fresh idea to the ubiquitous single pink ribbons in a loop. I also see a wreath, which can be seen as a welcoming sign on the door, but also as a crown, celebrating those who fight this battle. The color is both gentle and authoritative and the choice of Optima — a typeface I have been championing for some time now — is elegant, personable and familiar. For these and other gut reactions, I have to say this is one of my favorite logos of the year so far — it even looks great on the blue background, a color combination that, in theory, would be preposterous. The shading on the bottom-left part of the circle could be less flat, but it's a minor quibble. This really establishes the web site as a leader in its field and for its audience.
Guest Editorial by Christian Palino
While the U.S. Congress and the President go to the mats over child health care, the Shriners Hospitals for Children has steadily been treating children, free of charge, for almost 85 years. With over 850,000 patients cared for and nearly $10 billion spent, the Shriners Hospitals for Children also recently found some time and resources to initiate a much needed re-branding.
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