The Institute of Cancer Research has rebranded as part of a drive to raise £100m by 2020 for a new drug development building.
The year-long project to revamp its identity, which cost £187,000, is intended to boost the institute’s profile and attract more funding for its influential cancer research.
It included internal and external website redesigns as well as new signage, stationery, lab coats and other resources across the ICR’s London sites in Chelsea and Sutton.
Inspired by images from science and medicine, the new logo features a series of coloured bars to depict stained sections of chromosomes or drug capsules.
The bars increase in size in line with the Fibonacci sequence, a series of numbers starting with zero in which each is the sum of the previous two. This pattern occurs commonly in nature – in the growth of pine cones, for example.
Professor Alan Ashworth, chief executive of the ICR, said: "Our pioneering researchers have delivered tremendous benefits for cancer patients, but cancer research is a challenging and competitive field and we cannot afford to stand still.
"The new identity will help us to raise our profile so we can continue to attract the funding and the bright minds we need to help us make the discoveries that defeat cancer."
It provided the first convincing evidence that DNA damage is the basic cause of cancer, laying the foundation for the now universally accepted idea that cancer is a genetic disease.
The consultancy Saffron was commissioned to provide the rebrand.