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breast cancer support fund

A new brand identity, inspired by optimism, compassion and wellness, has been adopted by the Canadian Breast Cancer Support Fund. Mystique is very proud to have worked on this rebrand.

Moving forward the organization will be known as the Breast Cancer Support Fund. While still a national organization, “Canadian” has been dropped from the name to end the confusion – even though during the rebrand process, the Canadian Breast Cancer Foundation (CBCF) announced plans to merge with the Canadian Cancer Society (CCS).

The brand message is focused on Support. The Breast Cancer Support Fund aims to change the conversation surrounding breast cancer; bringing attention to the fact that that despite millions of dollars raised to find a cure, very little priority has been placed on providing the much needed financial support for the nearly 26,000 Canadians diagnosed with breast cancer every year. It’s why the Support Fund exists. To support breast cancer patients on their journey to wellness by providing short-term financial assistance.

A new logo was designed to reflect this bold stance while conveying multiple layers of meaning. The heart is used to denote the compassion shown by all those parties involved in changing the lives of women diagnosed with breast cancer. Some will see the bottom half of a circle as a ‘smile’. This symbolizes both the optimism during tough times, as well as the end goal of wellness and happiness. Others will instantly recognize the symbol as a breast. What might not be as obvious is that the half circle is actually supporting the breast.


breast cancer support fund brand identity

The icon in the logo is Peach in colour, as a tribute to Charlotte Haley who created the first “breast cancer ribbon”. Charlotte, a granddaughter, sister, and mother of women who had battled breast cancer, created the peach ribbon with the hope of diverting some of the money raised in the name of breast cancer – from research to prevention. In a similar vein, the Breast Cancer Support Funds also hopes to raise more money to support those fighting this devastating disease.

To ensure the Support Fund’s message can be easily digested, Responsive Web Design (RWD) was utilized – meaning the website layout will adapt to best fit the device you’re using to view it. I urge you to check it out.

brand identity

Take the time to visit the Breast Cancer Support Fund website. And remember, women diagnosed with breast cancer need our help. Not someday. Today. Because the rent is due. Groceries must be bought. And lost wages during treatment and recovery means less money for the bills. Please give generously.

brand identity

Paul Bies

416-441-2666 Ext 14.


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