The Story Behind Our New Logo

In October 2012 CureSearch for Children’s Cancer was primarily funding pediatric cancer trials. Here’s how we identified ourselves back then:

Old CureSearch Brand

Over the last two years CureSearch has reinvented itself. We created a new identity, a new research agenda, and many new fundraising programs. We needed a new logo and brand to better represent the new CureSearch for Children’s Cancer. In September 2014 we asked our business partners at Frequency540 to clarify the CureSearch brand in light of our new research focus.

We charged Frequency 540 with designing a new logo to embody who we aspire to become. We think of CureSearch as a masterful oncologist made all the more skillful by her bedside manner. She’s focused on getting results. She is compassionate and a brilliant thinker – but not too nerdy. She is always concerned with a child’s survival today and their health for the long-run. She possesses the heart of a fighter, doggedly determined to give every single patient her all. It is this balance of clinical expertise paired with humanity that represents the spirit of CureSearch for Children’s Cancer.

Here’s our new logo and family of brands:

CureSearch for Children's Cancer
CureSearch Promise CureSearch Ultimate Hike
CureSearch Challenge CureSearch Walk
CureSearch Kids

We love it! It’s fresh. It’s sharp, driven and serious. By resembling a strand of DNA, it embodies high science. The subtle arrow suggests forward movement. It’s innovative and agile. It has a challenger’s spirit of urgency, action, and positive momentum that is our core.

What do you think of the new CureSearch for Children’s Cancer logos? Tell us what you think.

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