Motor Neuron Disease is a group of rare and progressive disorders that destroys the motor neurons that control activities such as walking, swallowing, speaking, and eventually breathing. The MND Association is dedicated to finding a cure. Creative agencies Lukecharles and Radda recently created a new identity for the charity built around the strapline, “Every Day Counts,” which describe both the patient and research experience.
Surveys showed that while the organization’s previous logo suggested compassion and understanding, patients and their families wanted an identity that was also outstanding, innovative, and fast-moving. The new logo is definitely more contemporary: its first two letters, M and N, form a path toward a cure, while a fingerprint takes the place of the D. The fingerprint represents the personal experience of the patient. The identity system includes six fingerprint-related images, which represent the six people that are diagnosed with MND every day.
The new terra cotta brand color is warm yet bold. It also is a color that stands out in the field of medical research charities.
