TOWER CANCER RESEARCH FOUNDATION
Brand Book Presentation
Logo presentation:November 12, 2013
Tower Cancer Research Foundation
An organization committed to finding, supporting, and sustaining the efforts of Southern California’s top young, innovative physician/scientists whose revolutionary explorations and clinical trials will one day provide curative treatments for a wide variety of cancers. An organization committed to providing community education and understanding of cancer, thereby strengthening its members and their families with knowledge, resources and emotional support.
For Presentation Use Only
Photography by Bill Aron. This image cannot be used for any purpose other than the presentation of this book. All copyright reserved/Bill Aron
Logo presentation:November 12,2013
Strategy
Donors • Look for expertise, vetting, top-level professionals, knowledge, and reliability.
Market • A vastly competitive field vying for grant and donor funding. • TCRF must aggressively target all available funding resources while positioning itself as a leader, of niche funding research and clinical trials in the Southern California area. • The brand must specifically convey its support for the search and funding of emerging scientific talent as a means of advancing cancer cures and treatments. • TCRF’s work is deliberate, carefully thought out, vetted and committed. • TCRF is a successful, trustworthy, fully informed and a dependable member of the Cancer Research Community.
Logo presentation:November 12,2013
the power of support
the power of information
• Look for fiscal responsibility, trust and a track record • Are likely to be cancer survivors, family or friends.
the power of trust
Brand • • • • • • •
Visionary Passionate Professional Trustworthy Fiscally responsible Entrepreneurial Successful
Brand Manifesto
Research. Patient Support. Community Education. In brochures, on the website, via personal contact and social media, TCRF is a source of knowledge and a pillar of strength. The focus is always “expanding cancer treatment options�. Whether supporting physician/scientists with annual grants or providing programs to enhance cancer survivorship, TCRF provides an opportunity to make a difference in the lives of cancer patients and their loved ones.
Logo presentation:November 12,2013
Tower Cancer Research Foundation Tone. Pioneering Novel Approaches
Our actions and speech are both caring and informative. We focus on “supporting” from a community perspective: emerging cancer research talent with extraordinary thinking and innovative approaches; members, families and friends needing advice, information and resources.
Logo presentation:November 12,2013
Who we’re are: We are supporters of bold innovation and brilliant minds. We facilitate pathways to new discovery. We assist in navigating the complexities of cancer We are a scientific community that treats the physical as well as the psychological effects of cancer. We are with you every step of the way.
The Cuttting Edge We’ll take you there. At Tower Cancer Research Foundation, we support brilliant minds and bold innovation. We are a scientific community that treats the physical as well as the psychological effects of cancer.
How it all comes together.
For Presentation Use Only
Photography by Bill Aron. This image cannot be used for any purpose other than the presentation of this book. All copyright reserved/Bill Aron
Pioneering novel approaches
Logo presentation:November 12,2013
Competitor Logos
The New Looks.
Logo A
Logo A SYMBOLIC ELEMENT Head
SYMBOLIC ELEMENT Magnolia in bloom SYMBOLIC ELEMENT organic support structure forming a graphic “body”
rationale The designer’s goal was to create an iconic, progressive family of logos emphasizing “Tower” as the key branding element TYPEFACE • Century Gothic • Modern typeface shows strength • San Serif is fresh • Inviting
SYMBOLIC ELEMENT Multiple heads indicate a group
TOWER
TOWER
CANCER RESEARCH FOUNDATION
M A G N O L I A
C O U N C I L
TYPEOGRAPHY • All uppercase • Strong • Modern • Stable Symbolism • A graphic body made of supportive elements. • Each logo has their own “head” symbolizing the specific oragnization. EMOTION • Strong Supportive Trustworthy
TOWER C A N C E R F R E E G E N E R AT I O N
STYLIZED Uppercase sans serif font for a strong yet open presence.
COLORS • Blue: represents trust, loyalty and confidence • Green: represents perspective, growth, renewal and rebirth. • Pink: appreciation and happiness. Pink rose is a gentle color, and it symbolizes admiration and sweetness.
Logo A
Linda David Executive Director
linda.david@towercancer.org 9090 Wilshire Blvd., Suite 350 • Beverly Hills, CA 90211
Office: 310 299 8472 Fax: 310 299 8471
Pioneering novel approaches
Logo B
Logo presentation:November 12,2013
Logo B
rationale The designer wanted a professional, modern look, with a master abstract icon of hands in a protective enveloping configuration that conveys strength and warrmth.
SYMBOLIC ELEMENT abstract hands enveloping and supporting the icon symbol for each entity
TYPEFACE • Gil Sans • Strong yet inviting • Light
TOWER
T H E
M A G N O L I A
C O U N C I L
TOWER
C ANCER
FREE
G E N E R AT I O N
TYPEOGRAPHY • All uppercase • Leadership • Strength • Intelligence Symbolism • The abstract hands protecting and supporting the symbols of the Tower organization
SYMBOLIC ELEMENT Magnolia Flower
TOWER
SYMBOLIC ELEMENT person arms raised in exultation
C A N C E R R E S E A R C H F O U N D AT I O N
SYMBOLIC ELEMENT Cancer cell
STYLIZED Uppercase letters give a commanding and progressive “forward moving” presence.
EMOTION • Hope • Optimism COLORS • Green: represents perspective, growth, renewal and rebirth. • Blue: represents trust, loyalty and confidence • Pink: appreciation and happiness. Pink rose is a gentle color, and it symbolizes admiration and sweetness
Logo B
Linda David Executive Director
linda.david@towercancer.org 9090 Wilshire Blvd., Suite 350 • Beverly Hills, CA 90211
Office: 310 299 8472 Fax: 310 299 8471
Pioneering novel approaches
Logo C
Logo C SYMBOLIC ELEMENT symbolic representation of two people back to back supporting each other
TOWER
C ANCER
FREE
G E N E R AT I O N
SYMBOLIC ELEMENT a blooming magnolia flower to symbolize the open and growing influence of the magnolia council
TOWER
T H E
M A G N O L I A
C O U N C I L
SYMBOLIC ELEMENT Body shapes are meant to have both a Japanese brush quality as well as a hebrew alphabet feel.
rationale The designer’s goal was to create an abstract less restrictive symbol that alludes to an Asian/Jewish design influence which is meant to evoke feelings of connection to a higher source. TYPEFACE • Gil Sans • Strength • Friendly TYPEOGRAPHY • All uppercase • Established • Stable Symbolism • the body structure is messianic evoking a feeling of inviting ultimate strength • Each “head icon is specific to the separate entity it represents EMOTION • Inviting • Strong
TOWER
C A N C E R R E S E A R C H F O U N D AT I O N
SYMBOLIC ELEMENT A welcoming figuring, a “tower” of strength
COLORS • Orange: radiates warmth and happiness, combining the physical energy and stimulation of red with the cheerfulness of yellow. • Grey: Softer and friendlier than black • Green: balances the emotions and inspires compassion.Violet: practical yet spiritual color. Compassionate and kind.
Logo C
TOWER
C ANCER
FREE
G E N E R AT I O N
TOWER
T H E
M A G N O L I A
C O U N C I L
Linda David Executive Director linda.david@towercancer.org 9090 Wilshire Blvd., Suite 350 Beverly Hills, CA 90211
TOWER
C A N C E R R E S E A R C H F O U N D AT I O N
Office: 310 299 8472 Fax: 310 299 8471
Pioneering novel approaches
Logo D
Logo D Unique San Serif font that brings a more modern feel at the same time evoking solidarity.
rationale The designer wanted a clear, understandable identity for TCR, with an eclectic, modern look. TYPEFACE • Modern typeface shows strength • Warm • Inviting TYPEOGRAPHY • All uppercasecase • Modern • Established • Stable
SYMBOLIC ELEMENT Cancer cells as main graphic element reinforces the idea of TCR as a supporter of innovation and research
Symbolism • The icon represents cancer cells under a microscope drawing the viewer into what it is. EMOTION • inquisitive COLORS • Blue: represents trust, loyalty and confidence • Green:represents perspective, growth, renewal and rebirth • Pink-Violet represents an important practical yet spiritual color.
Logo D
Linda David Executive Director
linda.david@towercancer.org 9090 Wilshire Blvd., Suite 350 • Beverly Hills, CA 90211
Office: 310 299 8472 Fax: 310 299 8471
Pioneering novel approaches
Logo E
Logo presentation:November 12,2013
Logo E Combination of San Serif “T” and classic serif words creates a unqiue “T” element that is modern and forward with a solid grounded feel
rationale The designer wanted a clear, understandable identity for TCR, with an strong, modern look. TYPEFACE • Modern typeface shows strength • Classic typeface shows stability • Trust TYPEOGRAPHY • All uppercasecase • Modern • Established • Stable
SYMBOLIC ELEMENT Graphic icon symbolizes a cancer cell contained within the “T” reinforces the idea of TCR as a force of research and containment
Symbolism • The icon represents cancer cells in a dynamic animated way EMOTION • Trust COLORS • Bright Blue: represents loyalty and confidence • Orange: radiates warmth and happiness, combining the physical energy and stimulation of red with the cheerfulness of yellow. • Pink: represents an supportive practical yet spiritual color.
Logo presentation:November 12,2013
Logo E
Linda David Executive Director
linda.david@towercancer.org 9090 Wilshire Blvd., Suite 350 • Beverly Hills, CA 90211
Office: 310 299 8472 Fax: 310 299 8471
Logo presentation:November 12,2013
Pioneering novel approaches