I have seen a lot of advertising recently for Macmillan Cancer Support using positive and bold graphics and typography to make them stand out from other charities. When I looked into the charity in more detail I realised that this brand identity had only been around since 2006.
The charity was founded, as the Society for the Prevention and Relief of Cancer, in 1911 by Douglas Macmillan following the death of his father from the disease. In 1924 the name was changed to the National Society for Cancer Relief, which it retained until 1989 when it was changed to Cancer Relief Macmillan Fund, later changed again to Macmillan Cancer Relief. From 5th April 2006 Macmillan Cancer Relief became known as Macmillan Cancer Support as this more accurately reflects its role in supporting people living with cancer. It has adopted the principles of being a 'source of support' and a 'force for change'.
The re-branding has been extremely successful and works on a variety on media. Despite their boldness the designs always have a human, hand-made feel to them, which suggests the approachability of the charity. The main message of the promotional media always stands out, nothing is decretive and fussy. The designs are always simple and straight to the point, with each image or piece of type there for a clear reason.