Ovarian Cancer Action, the UK’s leading charity focused on ovarian cancer research, has introduced a new brand identity designed by Revolt. The updated logo and visual identity emphasize the charity’s mission to eliminate ovarian cancer deaths by supporting research and raising public awareness.
The new logo moves away from its previous design with a more balanced and cohesive approach. One key change is giving equal weight to the words “Ovarian,” “Cancer,” and “Action.” In the past, “Action” was emphasized to reflect the charity’s proactive stance, but this approach diminished the visibility of “cancer,” which is central to the organization’s mission. Now, all three words are treated equally, highlighting the importance of each part of the name.
The letter “O” in “Ovarian” is stylized to resemble the cancer ribbon and the form of an ovary. This subtle design links the logo to the cause while remaining elegant. The looped “O” is versatile and can be used independently on digital platforms, like social media, where a simplified version of the logo may be needed.
The clean and bold typography features a modern sans-serif font that conveys strength and confidence. The font choice ensures readability and adapts well to various sizes and formats. The sharp, professional letterforms reflect the charity’s dedication to research and its authoritative role in the ovarian cancer community. The typeface balances the seriousness of the issue with the emotional support the charity provides to those affected.
Color plays a significant role in the new visual identity. The teal and mint color palette is fresh and calming, evoking hope and encouragement. Teal is traditionally associated with ovarian cancer awareness, while the mint green adds warmth and care. These colors help the charity balance advocating for change and offering empathy to patients and their families.
The logo’s vertical alignment, where the letters “O,” “V,” and “A” are arranged in a neat structure, creates a visually engaging look. However, the spacing between letters introduces a slight asymmetry, which may draw attention. Some viewers might find the letters “A” and “N” alignment slightly unbalanced due to the spacing on the left side, but the overall design remains strong and professional.
Illustrations by Cécile Dormeau are a crucial part of the rebranding, adding warmth and humanity to the visual identity. Her work captures the emotional complexity of ovarian cancer, from hope and resilience to vulnerability. These illustrations help bridge the gap between the clinical aspects of research and the personal experiences of those affected by the disease.
This rebrand aligns well with the charity’s goals of raising awareness, supporting research, and comforting needy people.