Rebrand: American Breast Cancer Foundation

The American Breast Cancer Foundation’s (ABCF) mission is to provide financial assistance for breast cancer screenings and diagnostic tests for uninsured and underserved individuals, regardless of age or gender. The organization sought a new identity that would better relate to their core audience while also helping them overcome some negative publicity centered around policies and procedures that are no longer in effect within the organization.

The goal was to educate donors about the “new” ABCF and gain more support in the general public. They wanted an image that would differentiate them from their competition, yet maintain a visual association to the overall cause of breast cancer awareness. In addition, they wanted to stick closely to the existing brand colors to maintain some recognition in the eyes of their current active audience.

ABCF old logo

Original logo


New logo

The new logo represents a more modern, more exciting approach to the brand. The logo uses a stylized version of the traditional ribbon and the hand-drawn type gives it more movement and a more personal touch. A new business card and letterhead were developed using the new logo and brand elements. In addition, the Twitter profile was updated to reflect the new brand elements.

abcf stationery

Letterhead and business card


ABCF on Twitter

Twitter profile