The American Association for Cancer Research is the world's oldest and largest science organization devoted to cancer research. Its mission is “to prevent and cure cancer through research, education, communication, and collaboration.”
Over the years, the AACR has evolved into one of the most prestigious science organizations globally—with many Nobel laureates and important ground-breaking scientists as members. Despite this, they are not well-known among other large, outward-facing cancer organizations.
Through focus group data and fact-based, comprehensive research of other cancer organizations, we found that while scientists recognized the AACR, the general public did not. Establishing the AACR Foundation to increase media outreach and sponsor high visibility fundraising events, and developing a brand that supports these efforts, would be the path forward.
Guided by the AACR’s emphasis on research and the collective strength of the organization’s premier membership, we developed and designed a new brand identity system and dynamic new website supported by the tagline “Finding Cures Together.” The new logotype is simple, bold, and easy to apply. The linked green ‘R’ and black ‘C’ reflect the inextricable link between research and the goal of eradicating cancer.
Our efforts resulted in a dramatic change in public and membership perceptions. “This is a very exciting period of growth and new direction for the AACR,” said Margaret Foti, PhD, MD (hc), chief executive officer of the AACR. “The way we present ourselves to all of our constituencies now reflects this dynamism.”
