Children’s Cancer & Leukaemia Group

Brand identity / Corporate Literature / Quarterly Magazine

The new brand is part of a wider strategy of raising awareness of CCLG and its important work, and to increase the public's support of CCLG so they can increase the work they are doing - fund more research, ensure award-winning information is available to everyone who needs it, and support members to cure more children.

The old logo had become dated over the last few years and, as it is an acronym, it does not tell people they are a children’s cancer organisation. The way the organisation engages with people has also changed – particularly with the rise of social media – the previous logo did not work well in this environment. Other charities have proven that a well-articulated brand can produce greater fundraising results in a competitive charity market.

"The new logo conveys CCLG's unique position as both a charity and professional association. The interlocking arms of the logo symbolise the new brand position – working together. We have created a distinctive visual identity that will be used across all of our materials, presenting a consistent ‘look’ and message to everyone that comes into contact with CCLG. This is to ensure CCLG is seen in its rightful place as the centre of children’s cancer and leukaemia in the UK and Ireland."

Ashley Gamble, CCLG Executive Director