Macmillan Cancer Support has launched a new logo and branding as part of its new strategy.
A multichannel advertising campaign has also been launched by Macmillan today with the tagline "whatever cancer throws your way, we’re right there with you".
The new strategy includes a new logo, font, colour palette, illustrations, photography and tone of voice, a statement from Macmillan said.
The charity said in its statement that it hoped the new brand strategy would help to build awareness about how Macmillan could support people with cancer at all stages of their illness and recovery.
It replaces the charity’s "life with cancer" campaign and the new brand will be incorporated across all the charity’s communications, including fundraising, social media and PR.
The charity declined to reveal how much the exercise had cost.
Kate Barker, director of brand at Macmillan, said: "While the charity is well known and has a recognisable brand, we know that not enough people with cancer are aware of all the ways we can support them.
"Our focus throughout this work has been on increasing Macmillan’s relevance and ensuring that everyone who needs us can access our support. In turn we hope that more people will be inspired to offer support to Macmillan.
"Strengthening our brand is an important way for us to make an even bigger difference to everyone living with cancer in the UK."