The Ellen MacArthur Cancer Trust was established on the Isle of Wight in 2003 by Dame Ellen MacArthur DBE to help young people rebuild their confidence after cancer. The charity takes young people between the ages of 8–24 on 4 day sailing trips, challenging them to learn new skills and meet new people with similar experiences of cancer away from parents and hospitals. Since the first 10 young sailors in 2003 the Trust has grown steadily, taking 663 young people on trips in 2018.
In 2010 the charity decided to change their name from The Ellen MacArthur Trust to Ellen MacArthur Cancer Trust to differentiate themselves from Dame Ellen’s other charitable endeavor – the Ellen MacArthur Foundation. With this, came the opportunity for a rebrand. Their old logo featured an illustration of a professional racing yacht, which they felt made them look more like a yacht club than a charity. They wanted the new logo to be friendlier and more inclusive.
A simplified yacht illustration formed the basis of the new logo along with abstract figures to add a friendly, human element. We also created a stylised wave graphic to use across their materials. To keep the branding consistent, we produced a set of guidelines covering correct use of the logo, typography, colour and photography. Since then we have applied the branding across a wide range of collateral from sails and lifejackets to handbooks and Christmas cards.