# Retinoblastoma Society rebrands

- Link: https://fundraising.co.uk/2004/01/15/retinoblastoma-society-rebrands/
- Published: 2004-01-15T00:00:00+00:00
- Author: Howard Lake

**The Retinoblastoma Society has been rebranded as the Childhood Eye Cancer Trust.**

The charity is the only UK-wide organisation dedicated to helping children with 
this type of eye cancer, through offering support to families, funding research 
and raising awareness. The design work element of the rebranding was handled by 
This Way Up.

The trust’s Chief Executive, Libby Halford explains: “We decided to change the name
to something more descriptive as the term retinoblastoma is not widely recognised
and doesn’t convey who we are and what we do. As we were changing our name we decided
it was time to overhaul our entire corporate identity and This Way Up’s mix of creativity
and strategic thinking make it the ideal choice.”

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Redrawing the ‘child within an eye logo’ in a modern illustrative style, together
with the new-strapline ‘Fighting Retinoblastoma’, creates a link to the charity’s
previous name. Off centre of the eye graphic a starburst has been added to capture
the medical aspects of the condition which can show up as a ‘cats eye’ effect when
using flash photography.

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