The American Cancer Society (ACS) has announced that it is rebranding to better align with its strategic direction and reintroduce ACS as a modern, innovative organization with a single, unified voice. 

The nonprofits’ rebranding is focused on reinforcing the message and the impact on the fight against cancer through research, advocacy, and patient support. Developed in partnership with Havas New York, the brand refresh features a new logo, typeface, brand colors, and tagline, and a campaign will roll out across TV, streaming audio, digital display, social, search, and out of home—in both English and Spanish—throughout November and December. 

“As the only cancer nonprofit that addresses research, patient care, and advocacy, we have a unique opportunity to reimagine how we present ourselves,” said ACS chief marketing officer Kymm Martinez. “Our rebrand helps us evolve from telling stories about what we do to instead telling stories about the impact we make and the influence we have on the cancer community.” 

(Photo credit: Getty Images/Fat Camera)