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McGrath Foundation reveals new branding from Hulsbosch

The McGrath Foundation has unveiled a new logo and branding to coincide with this week’s Sydney Pink Test.

Created by design agency Hulsbosch, the rebrand is the first carried out by the anti breast cancer organisation.

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The new McGrath Foundation logo

The new logo  is framed by a new graphical element known as the ‘life force’ which is intended to represent the continuing experience of those affected by breast cancer and the ongoing optimism of the McGrath Foundation.

The McGrath Foundation is named in honour of the late Jane McGrath, wife of Australian cricketer Glenn McGrath.

“While the life force expresses what we have always stood for – the embrace of care, support and community – we haven’t forgotten our passion for cricket, an updated stumps logo will be used for all of our cricket campaigns. The life force embodies Jane’s legacy that every family experiencing breast cancer has the support of a McGrath Breast Care Nurse – no matter where they live – for free,” said McGrath Foundation’s CEO Petra Buchanan.

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The previous cricket-themed McGrath Foundation logo

The new branding also evolves the colour palette from the foundation’s traditional pink: “A moodier hot pink is paired with the richness of aubergine and secondary colours red, purple, soft blue and soft pink bring versatility and expressiveness to the McGrath Foundation look and feel,” a statement from Hulsbosch said.

The release of the new branding, which coincides with the Pink Test which begins at the Sydney Cricket Ground today, will be implemented across the organisation’s various fundraising campaigns in the hopes it will better communicate the mission and unique brand position of the foundation. The third day of the test sees all those attending asked to wear pink.

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McGrath Foundation cricket campaigns, including the Pink Test, will include an updated version of the original ‘stumps’ branding to reflect the enduring bond the foundation has with Australia’s cricketing community.

Founder and chairman, Glenn McGrath said the new look represents the evolving journey of the McGrath Foundation and Jane McGrath’s enduring legacy.

“The new McGrath Foundation logo represents the warm embrace of the care and support provided by McGrath Breast Care Nurses, and also reflects the energy and vitality of supporters, and friends of the McGrath Foundation. The new logo not only reflects the help our McGrath Breast Care Nurses give to families right across Australia but also ways that the McGrath Foundation continues to grow and innovate,” he said.

The work was done by Hulsbosch pro bono. Hulsbosch has also undertaken pro bono work for the Australian Kidney Foundation, Children’s Research Medical Institute, Bobby Goldsmith Foundation and Keep Australia Beautiful.

 

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