Breast Cancer Care has dropped some of the pink from its logo as part of a rebrand aimed at making it stand out from other breast cancer charities.
The breast cancer support charity unveiled its new brand identity today, and hopes it will help it to secure new supporters and boost its income from £12.9m a year to £17.5m a year by 2020.
Diana Jupp, the charity’s director of services, said orange had been introduced as the main colour in the new logo so that Breast Cancer Care would shine through the "pink fog" of other breast cancer charities.
The new identity and the logo, which features the strapline "the breast cancer support charity", will be phased in gradually across the charity’s print materials and online over the next year. It will also be promoted as part of the charity’s campaigning through Breast Cancer Awareness Month in October.
Jupp said the rebranding had taken about a year and cost £95,000. The charity worked with the agency Arthur London and carried out research among its supporters and volunteers, including women with breast cancer, their partners and specialist nurses.
"We felt we needed to refresh and revise our brand because, although we are a long-established charity, among the general public only one in 100 people knows about us and knows that we are the only UK-wide support and information charity for breast cancer," she said.
"We are quite different and distinct from the other two main breast cancer charities, so we wanted to cut through the pink fog."
Orange was thought to be "broader and more confident", said Jupp. Although the pink ribbon has been dropped from the logo, it will continue to be used in the charity’s fundraising initiatives because the charity feels it has become synonymous with breast cancer.
"We are very confident that our investment in the brand will be recouped by bringing in more income and support for the charity," said Jupp. "Research is already showing it is quite distinctive."