The American Association for Cancer Research has a new logo and revamped website (aacr.org). The logo for the first time now also includes a tagline: “Finding Cures Together.”
The change was made, AACR CEO Marge Foti, PhD, noted in an interview, because the association’s mission of working to prevent and cure cancer through research, education, communication, and collaboration is now taking place on a global stage and it is necessary “to open the door wider to let in more ideas, more partners, and more donations in order to achieve more progress and save more lives.”
Although the changes, which AACR is calling a rebranding, were officially launched this morning, the new logo and website went live on Saturday and the Twitter, Facebook, Linked In, and YouTube pages incorporated the new look starting yesterday morning. The updates are also part of an overall public awareness and fundraising campaign to support cancer research, planned for the fall, she said.
Regarding the tagline, Foti explained, the specific choice of "Finding Cures Together" is meant to convey “the essential collaboration between the AACR, our research partners around the world, the AACR Foundation, and the funding public as we work together with urgency to prevent and cure all cancers.”
Moreover, “Finding” is meant to convey action, that “we are doing it already”; “Cures” was purposely used as a plural to show there are many cancers; and “Together” emphasizes the importance of collaboration across many sectors of the cancer community, including academia, industry, government, survivorship and advocacy groups, other organizations, and AACR’s own members.
She said the new logo was tested by focus groups and replaces the one used since 2000, which was a more modern version of an earlier one that featured Latin text and a lamp of learning.
The 2000 version featured an incomplete “R,” meant to convey that most cancers have still not been cured.
In the new logo, the “R” is extended into the “C” to reflect a link between research and the goal of eradicating cancer. Moreover, the color used is green, meant to connote hope, life, and growth.
The new website is the first of two versions, Foti said, with this first one aimed primarily at cancer research professionals and the cancer community. The plan is to launch a parallel one this fall designed specifically for the public, related to the AACR Foundation site, which also unveiled a new look over the weekend (aacrfoundation.org).
Foti said that AACR hopes its new brand identity and websites will increase public education and awareness about the importance of basic laboratory and prevention research, and encourage individuals to support the effort through financial contributions, especially at this time when federal funding is down.