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AACR launches new brand identity
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The American Association for Cancer Research recently unveiled a new logo and brand identity that is designed to engage more members, patient advocates, cancer survivors and the general public in the AACR’s mission to speed the prevention and cure of all cancers.
The new identity begins its official launch on the AACR’s new website, www.AACR.org, with a robust public awareness campaign to follow in the fall of 2014 through the AACR Foundation.
Margaret Foti
“Amazing progress has been made against cancer because of the dedicated work of researchers throughout the biomedical research enterprise, but future advances in understanding and treating cancer will depend on public support,” Margaret Foti, PhD, MD, chief executive officer of the AACR said in a press release. “As national budget pressures increase, federal government funding of cancer research is decreasing. Our new awareness campaign positions the AACR as a major fundraising and grant-giving organization for highly meritorious, innovative cancer science and medicine. The AACR is changing the way it presents itself to both the scientific community and the public, and is providing a visual ‘shorthand’ message that more clearly and boldly tells the story and the amazing impact of our organization. This is not just a new logo. It is the mark of a new—more public-facing—direction for the AACR.”
The new logo is designed to be distinctive and bold, according to Foti. “There is a visual narrative, a connection between the ‘R’ and the ‘C’ that reflects the inextricable link between research and the goal of eradicating cancer. The green color of the logo implies hope, life, and growth. The tagline ‘Finding Cures Together’ conveys the essential collaboration between the AACR, its research partners around the world, the AACR Foundation, and the funding public as they all work together urgently to address this complex disease,” said Foti.
As part of these organizational efforts, the AACR is growing its membership base, identifying the next frontiers in cancer research, increasing its advocacy efforts, and investing more resources to deliver accurate and timely cancer information to the public. The AACR continues to expand globally, opening an office in China, its first satellite office outside the United States. More than 30 percent of the AACR’s 34,000 members currently reside outside the United States.
“This is a very exciting period of growth and new direction for the AACR,” said Foti. “The way we present ourselves to all of our constituencies now reflects this dynamism.”