New MD Anderson Logo Challenges Employees, Public to Aspire to a World Without Cancer
For only the fourth time in its 69-year history, The University of Texas MD Anderson Cancer Center has updated its logo, with a bold new look that symbolizes its mission: to eradicate cancer.
The new MD Anderson brand integrates MD Anderson’s distinctive tagline, Making Cancer History®, and the long-running cancer strike-through campaign, in which survivors tell their cancer stories and draw a red line through their cancer type to mark their triumph over the disease.
The intent of the mark is to make clear to all those who touch MD Anderson the commitment to this mission and the optimism of being on the cusp of major advances towards reaching it.
In addition, the new logo has been incorporated into the visual identities of all MD Anderson locations and relationships. The Children’s Cancer Hospital at MD Anderson and the Children’s Art Project have new logos reflecting the strike through, as do regional care centers and other collaborations in the United States and internationally. The updated logo is appearing in many venues, including on mdanderson.org, campus signs, institutional vehicles, print and online publications and in MD Anderson’s advertising campaigns.
“We are proud that we’ve created tremendous momentum in cancer research and care. Every patient and research finding teaches us more about how we can eliminate cancer,” says John Mendelsohn, M.D., president of MD Anderson. “This logo tells who we are and signifies that our efforts have a steadfast focus on the ultimate goal: Making Cancer History.”
“The red cancer strikethrough has proven to be one of the most powerful symbols of hope and inspiration to patients and their families and many have shared stories of how they dreamed of the day when they would star in an MD Anderson ad and strike out their disease with a red line for the world to see,” Mendelsohn says.
“Our dream is that five years from now when people anywhere see a red strike through cancer, they will immediately associate it with MD Anderson and ‘Making Cancer History’,” Mendelsohn continued. “We want to be the first choice for patients and their families, for talented faculty and staff, for donors and volunteers whose support is essential and for students and trainees aspiring to be future leaders. With this new mark, we’ve told the world where we stand in the effort to end cancer so that they can come and stand with us.”
The logo was created for MD Anderson by The Richards Group of Dallas, which has been its advertising agency since 1996.