# Sir Jackie Stewart launches foundation to fund dementia research

- Link: https://fundraising.co.uk/2016/07/22/sir-jackie-stewart-launches-foundation-fund-dementia-research/
- Published: 2016-07-22T10:13:22+01:00
- Author: Melanie May

**Sir Jackie Stewart has launched a foundation aimed at funding research towards
a cure for dementia and searching for preventative medicine.**

[Race Against Dementia](http://raceagainstdementia.com/) was launched following 
Sir Stewart’s wife’s diagnosis of Alzheimer’s, with WPP’s global brand strategy 
and design agency, [Brand Union](http://www.brandunion.com/), appointed to develop
a clear positioning; name and visual identity for the brand.

Brand Union began by creating the name Race Against Dementia, bridging the gap between
Sir Jackie’s past and the urgency of the charitable cause.

## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

The second stage involved creating a bold brand identity that would express the 
charity’s story. Brand Union created the brand’s logo through a graphic fragmentation
of the letter D that aims to highlight the distortion and disorientation experienced
by those suffering from dementia, whilst also drawing on the speed and thrill of
motorsport.

Alongside this, Brand Union developed a visual language to provide a foundation 
for the whole brand. This includes a custom-designed typeface (named ‘Helen’) created
in partnership with font foundry Colophon, that expresses the visual fragmentation
of the logo; a toolkit for photographic treatment using an archive of photos from
Sir Jackie and Lady Helen’s life; and a colour palette that picks up Sir Jackie’s
Scottish heritage and the colour of his cars, French Racing Blue.

Sir Jackie Stewart said:

> “It’s my ambition to raise as much awareness around this debilitating condition
> as possible. Brand Union understood this from the offset and it’s this understanding
> that has resulted in a foundation people can engage with, relate to and understand.
> I hope through this initiative we’re able to fund the research that’s critical
> to finding a cure for dementia.”

 * **[Breast cancer charity rebrands for 20th anniversary](https://fundraising.co.uk/2016/09/05/breast-cancer-charity-rebrands-20th-anniversary/)**(
   5 September 2016)
 * **[Snowdon Trust, World Vision & The Donkey Sanctuary win DBA design awards](https://fundraising.co.uk/2017/03/03/snowdon-trust-world-vision-donkey-sanctuary-win-dba-design-awards/)**(
   3 March 2017)
 * **[London’s Air Ambulance & One Feeds Two win DBA Design Effectiveness Awards](https://fundraising.co.uk/2018/02/27/londons-air-ambulance-one-feeds-two-win-dba-design-effectiveness-awards/)**(
   27 February 2018)

![Loading](https://fundraising.co.uk/wp-content/plugins/page-views-count/ajax-loader-
2x.gif)