The new identity embodies their mission to end cancer and pushes it to its logical conclusion:

A world without cancer means

A world without cancer research.

A bespoke typeface and brand voice work together to communicate this. The typeface uses an algorithm which randomly distributes characters of varying weights to represent the fact that some cancers are close to disappearing, while others remain all too visible. The foundation’s top-level domain .cancerresearch acts as messaging sign off and call to action.

The identity highlights a positive and very powerful vision: Every dollar raised gets us closer to ending cancer.