The Alzheimer’s Research Trust becomes Alzheimer’s Research UK at a launch at the House of Commons today.
The launch arrives at a time when new UK public polls reveal that people fear dementia more than cancer and even death. But in spite of the massive public concern, research into the condition, which affects 820,000 people, is still crippled by underfunding.
Alzheimer’s Research UK Patron Sir Terry Pratchett, says, “Alzheimer’s is a large number of small tragedies usually played out behind closed doors, so in spite of the numbers living with it, the world still doesn’t take much notice. When the world was shocked by HIV in the eighties, we saw a crash programme of research which has helped tame it enormously. We need the same kind of aggressive action on dementia now.”
Alzheimer’s Research UK is the UK’s leading dementia research charity. It funds world-class pioneering scientists to find preventions, treatments and a cure for dementia. The objective of the rebrand was to create a new visual identity for that helps ‘uplift recognition’ amongst the charity’s target audiences, encourage greater support and, ultimately, accelerate its charitable progress.
John Spencer, Spencer du Bois’ creative director, says, “Legibility was crucial. A clear, easy to read, immediately obvious logo design was needed to enable us to deal with a lengthy name and strapline. The logo’s overtly scientific letterforms reflect the charity’s research focus and speak of its ultimate ambition to beat dementia. The understated colours are contrasted by a vibrant supporting palette. We’ve also developed the logo’s typography into a fully functioning font, called ALZ, which is used extensively across the charity’s collateral, including the 2011 annual review.”
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