MORE BIRTHDAYS LOGO by Grow Interactive, The Martin Agency Richmond for American Cancer Society

MORE BIRTHDAYS LOGO

Pin to Collection
Add a note
Industry Public Safety, Health & Hygiene, Against Cancer
Media Design & Branding
Market United States
Agency Grow Interactive
Copywriter Neel Williams The Martin Agency
Agency The Martin Agency Richmond
Executive Creative Director Joe Alexander
Released September 2010

Credits & Description

Category: Logo Design
Advertiser: AMERICAN CANCER SOCIETY
Product/Service: CANCER AWARENESS
Agency: THE MARTIN AGENCY
Agency: GROW INTERACTIVE
Date of First Appearance: Sep 10 2010
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Entry URL: http://www.morebirthdays.com
Chief Communications Officer: John Norman (The Martin Agency)
Executive Creative Director: Joe Alexander (The Martin Agency)
Associate Director: D'Arcy O'Neill (The Martin Agency)
Copywriter: Neel Williams (The Martin Agency)
Media placement: Logo - TV, Print, Web, Online Products, Et Al. - 10 September 2011

Describe the brief from the client
No one has done more to create a world with more birthdays than the American Cancer Society. As a result, today, 11 million cancer survivors are celebrating birthdays. Our job was to tell the world about this important work.

Describe the challenges and key objectives

Our campaign needed a new icon that would solidify the American Cancer Society as “The Official Sponsor of Birthdays.” The logo needed to still have a strong visual tie to ACS, but also communicate "birthdays."

Describe how you arrived at the final design
We began with the caduceus, which has been part of ACS’s logo for years, then incorporated design elements from a birthday candle. The resulting mark has become the official logo of the More Birthdays campaign.

Give some indication of how successful the outcome was in the market
The logo lived on every piece of communication in the "more birthdays" campaign, from TV end titles and print to banners and the website. To date, hundreds of thousands of people have visited the website, millions have shared the TV commercials and many, many more people now associate ACS with creating more birthdays.