Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

This is a very old entry — images are small, formatting is off.


Optimal Ribbon

Reviewed Jun. 24, 2008 by Armin

Industry / Health Tags /

Breastcancer.org Logo, New

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.



Share ›

Spotted Around the web

New Logo for Qualys

New Logo for Qualys
Spotted Jul. 27, 2017

New Logo for Saga Holidays

New Logo for Saga Holidays
Spotted Jul. 26, 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


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.


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

Webfonts by Hoefler & Co.

Join our Mailing List