The V Foundation
Corporate identity and logo design
An internationally recognized organization renowned for its breadth of initiatives and fiscal responsibility, The V Foundation for Cancer Research was struggling to keep all of its varied collateral materials looking consistent.
An internationally recognized organization renowned for its breadth of initiatives and fiscal responsibility, The V Foundation for Cancer Research was struggling to keep all of its varied collateral materials looking consistent. The organization also wanted to shift perception from a celebrity nonprofit fund-raising organization to one that Charity Navigator gives a quality star rating for fiscal responsibility in funding cancer research. Kelly MarCom was brought in to streamline the organization’s identity and make the Foundation’s fight against cancer even more clear.
Kelly MarCom quickly looked at the goals of the organization and identified the key areas where the organization’s brand could carry greater meaning and how sub-brands could best support the parent brand. A new family of event logos, strongly tied to a revised corporate logo for The V Foundation, anchored all events to the main mission. Modern typefaces, an easily adoptable color palette, use of compelling black and white photography as a dominant element, and use of higher-quality paper all contributed to redefining The V Foundation’s goal of funding research that will end this disease. In addition, Kelly MarCom developed a detailed brand standards manual to protect the identity system as it is applied by foundation affiliates nationwide.
By integrating the phrase “for Cancer Research” more tightly and consistently into the updated logo, Kelly MarCom strengthened The V Foundation’s mission with a simple but clear update. It helped to establish a more precise positioning across all events, while maintaining Jim Valvano’s spirit within the Foundation’s brand. The greater attention to the design and functionality of the family of materials contributed to an increased awareness of The V Foundation on a national level. As a result, the organization now holds a 3-star Charity Navigator rating.
