Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for Cancer Research Institute by Purpose Agency
 

before

after

Reviewed Jun. 23, 2014 by Armin

Industry / Health Tags /

Established in 1984, Children’s Cancer Institute (CCIA) is an independent medical research institute in Australia wholly dedicated to childhood cancer, which affects more than 625 Australian children diagnosed each year. Seeking to increase their profile and double their fundraising efforts, CCIA introduced a new identity in March, designed by Sydney-based Purpose Agency.

Put simply, Children’s Cancer Institute believed in Success. Nothing less. Period.

In order to communicate this unwavering determination, we needed to ‘open the lab door’ and challenge the common stereotypes of scientific research while balancing the human attributes of the organisation.

The new brand shows that success is cumulative. Success is a journey. And, most importantly, success is not a miracle. It is the result of some seriously amazing scientific research.

Purpose Agency project page

New Logo and Identity for Cancer Research Institute by Purpose Agency
Logo animated.

The previous logo… well, it got the message across. It’s probably way more effective in communicating what CCIA does than any new fancy logo ever could but as an identifier for a research laboratory perhaps it’s not the most optimistic representation. The new logo and identity focus on the research and analytical aspect of the institute by employing building blocks and crosses to communicate the sense of a growing body of knowledge to fight cancer. The logo comes across perhaps more as a logo for a children’s hospital than a research institute with adults in it but since the end goal is about children, the colorful and graphic approach makes sense. I am not certain if the specific shape of the logo means something in particular but, in its asymmetry, it becomes easy to spot at small sizes.

New Logo and Identity for Cancer Research Institute by Purpose Agency
Guideline page samples.
New Logo and Identity for Cancer Research Institute by Purpose Agency
Business cards.
New Logo and Identity for Cancer Research Institute by Purpose Agency
Tote bag.
New Logo and Identity for Cancer Research Institute by Purpose Agency
New Logo and Identity for Cancer Research Institute by Purpose Agency
Ads.
New Logo and Identity for Cancer Research Institute by Purpose Agency
New Logo and Identity for Cancer Research Institute by Purpose Agency
Poster (and detail).

In application, the identity has a great presence, with bold blocks of color stacking around the logo, providing a great framework to deploy longer paragraphs of text along with headlines or facts and some background imagery (as seen in the two ads). Applications like the tote and poster showcase the building blocks quite nicely and come across as playfully serious.

Your opinion…

On Logo


Total

On Application


Total

Comments


Share ›

Spotted Around the web

New Logo for Santa Clara

New Logo for Santa Clara
 
Spotted Jul. 24, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good-looking Summer Destinations

Peru’s New Brand

Peru's New Brand
 
Posted Mar. 15, 2011

Where the Cold Wind Blows

Where the Cold Wind Blows
Posted Sep. 29, 2010
 
 

About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.

Typography

Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List