Independent charity launches new ‘proudly’ Yorkshire identity

A fresh new look has been launched by independent charity Yorkshire Cancer Research as it continues its mission to save 2000 lives each year in the region.

Following extensive research involving supporters and people affected by cancer, the charity has created a stronger, clearer identity to help increase recognition and deliver more impact.

Dr Kathryn Scott, chief executive at the charity said: “We want to demonstrate we are a modern, proudly Yorkshire charity and convey who we are and why we exist – to prevent, diagnose and treat cancer across the region and have the biggest possible impact.

“Feedback showed that with the introduction of a recognisable and memorable brand symbol, people would be more easily able to differentiate between Yorkshire Cancer Research and other organisations and be far more likely to remember and support it – ultimately helping to provide the vital funding required to stop people needlessly dying from cancer in our region and saving countless families from distress and heartbreak.”

The brand refresh marks a key step in the delivery of the charity’s strategy, first published in 2015, which laid out a clear path to reach 2000 fewer cancer deaths a year in Yorkshire by 2025.

The analysis found that people in Yorkshire are more likely to get cancer and less likely to survive it than in other areas in England, and that there is also significant variation within Yorkshire across a range of measures including incidence, mortality, survival, and participation in screening.

In order to reach its goal, the charity committed to funding £10m of world-leading research each year to support experts and leading researchers who pioneer early cancer diagnosis and discover new and better treatments for people with cancer.

Following delays in diagnosis and treatment caused by the pandemic, raising funds to bring innovative prevention and diagnosis programmes to Yorkshire, as well as increasing the number of clinical trials in the region, has become even more important.

The updated logo now highlights three important aspects of the charity’s work:

  • Research: The charity saves lives through research by working with leading cancer experts to make life-changing breakthroughs. The word ‘research’ is now a stronger part of the identity, underlining this vital aspect of the charity’s work
  • Yorkshire: The rose is now more clearly the Yorkshire rose, showing the charity’s dedication to the region. It is shown against a blue background that is closer to that associated with Yorkshire and the Yorkshire rose
  • Coming Together: Most importantly, the charity’s focus is upon people; upon individuals and communities, helping them to keep cancer-free or to receive the earliest and best treatment if not. The charity’s life-saving work is only possible through individuals coming together to make it happen

Dr Scott added: “Over the last five years, the charity has been on a journey to ensure the research it funds is having an impact right here, right now for people at risk of and experiencing cancer in Yorkshire. This has resulted in thousands more people being enrolled in clinical trials and hundreds of lives saved across Yorkshire.

“Despite this progress, we still have a long way to go. The coronavirus pandemic has had a devastating impact on the diagnosis and treatment of people with cancer. It is essential that we come together to not only get cancer services in Yorkshire back to normal but make them better than ever before.

“We now need a brand symbol that reflects our ambitions for Yorkshire and enables the charity to continue the progress it has made as we begin to recover. The way we look may have changed but our name and our commitment remain the same. We remain firmly about saving lives in Yorkshire, from cancer, through research.”

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