The organization formerly known as the Leukemia & Lymphoma Society is now called Blood Cancer United. The name change reflects the effort to unite patients, families, and specialists connected with all types of blood cancers.
The foundation’s history began in New York, when the de Villier family, who had lost their son to leukemia, created an initiative to support families facing a similar tragedy. The first team consisted of several volunteers who, working out of a small office, collected donations and spread information. Over time, the organization evolved into an international movement that has directed billions of dollars toward research and support for individuals with leukemia, lymphoma, myeloma, and other related diagnoses.
The old name presented a problem: it was long and medical-sounding. For many families dealing with other types of blood cancer, it did not feel relatable. The solution came in the form of the new name, Blood Cancer United. It brings together all areas of activity, emphasizing unity and collective efforts in the fight against the disease.
The visual system was developed by the agency Jones Knowles Ritchie. The new logo is built around the image of a blood drop placed within the letter “U” from the word “United.” The symbol is easily understood, conveys care for the audience, and has become a universal sign for communication in different countries.
A specially created sans-serif typeface looks soft and modern. It works equally well in digital environments and in print materials, ensuring consistency of design across different formats.
Notably, there is an association with the names of sports clubs. In this context, the word United creates the image of a team where millions of people work together toward a common goal.
The update covered all areas of activity. Programs including “Light the Night” and “Dare to Dream” received a refreshed visual style. The new identity is used on social media, the website, in print materials, and at fundraising events.
Blood Cancer United represents a new stage of development. The brand reflects the mission of helping every person affected by blood cancer while preserving its historical roots and opening itself to a wider audience.