CLIC Sargent is intent on fighting tirelessly for children and young people with cancer, often when they feel they can’t, to limit the damage this causes beyond their health.
The new brand was given the support of renowned celebrity photographer Richard Young, who snapped pictures of Trent Julicher, 9, and Bradley Gudger, 23, both of whom were supported by the charity.
The transformation follows extensive consultation with young cancer patients and their families and represents a new strong voice for young cancer patients aged 0-24.
CLIC Sargent is the UK's leading charity for young cancer patients and their families, providing support through a range of services including social workers, financial grants, free accommodation at 10 Homes from Home near hospitals and nurses.
CLIC Sargent Chief Executive Kate Lee said: “We are all very excited to reveal the charity’s new brand, as well as our promise that we will fight hard to get the very best for young cancer patients and their families.
“We know that when cancer strikes young lives, the effects can be widespread and devastating. That is why we will be there fighting tirelessly for them, often when they feel they can’t.
“We don’t think that it’s right or fair that young cancer patients often have such difficult paths to diagnosis, that families can see their costs increase by £600 a month, and that many have limited support when they want to put cancer behind them and move on with their lives.
“When we spoke to the young people we support we learnt that sometimes they want to fight back against cancer, and sometimes they just want to lie down and rest. No matter how they are feeling, we will stand shoulder to shoulder with them, providing support and guidance to them and their families.”
The new brand was achieved with the help of Warwickshire design agency Chemical Code, who helped form a more 'direct' and 'hard-hitting' brand.
Paul Eskine, from Chemical Code, said: "We moved from a largely single-colour visual language to a wider, much more flexible identity.
"We're delighted with the response to the new brand from CLIC Sargent, from the senior team who will be working with it on a daily basis, to the fundraisers across the UK, and most importantly the people who CLIC Sargent help face cancer every day."
Richard Young said: "I had a fantastic day shooting with Trent, his lovely social worker Jan and Bradley. It was a real pleasure to meet them.
"I've done this job for many years, but it’s days like this that really matter and I hope this new and exciting rebrand helps to raise even more awareness for this wonderful charity."
Photoshoot star Trent, from Northwood, has Acute Lymphoblastic Leukaemia and is currently undergoing chemotherapy treatment.
He said: "I think the clothes look cool, I know my little brother will be jealous."
His mother Kim said: "I really like the new brand, as it looks like it's for young people, by young people, which is so important. It was wonderful watching Trent being involved in the shoot and having fun. It was a welcome break from being in hospital receiving chemotherapy."
Bradley, 23, from London, said: "I think it's really fresh, exciting and relatable. The 'Young Lives Vs Cancer' part really speaks to me as someone who is going through this. CLIC Sargent fights for young people and that's exactly what they did for me and Trent."