Race Against Dementia, a charity founded by Formula 1 racing legend Sir Jackie Stewart, has been given a bold new identity created by Brand Union. Inspired by his wife Helen and her diagnosis with the disease, Sir Jackie launched the charity in hopes of funding research towards a cure and preventive medicines.
Sir Jackie appointed Brand Union to create his charity’s brand, hoping that the identity created would help establish the charity’s clear position, along with achieving its goals.
Brand Union began by creating the charity’s name Race Against Dementia, which helped connect Sir Jackie’s past with his charity’s urgency to find a cure. “The second stage involved creating a bold brand identity that is memorable, disruptive and expresses the charity’s story,” said Brand Union designers. “The new logo for the brand is the distillation of this identity: a deliberate and graphic fragmentation of the letter D that highlights the distortion and disorientation experienced by those suffering from dementia, whilst also harnessing the speed and thrill of motorsport.”
Not only did Brand Union create the charity’s identity logo, but they also developed a visual language that bases the entire brand. In partnership with Colophon Foundry, a new and custom-designed typeface was created called “Helen.” The bold and disoriented shifts in each letter helps give strength to the brand’s voice and mission. By taking two different subjects both racing and dementia, and by putting them together, the new identity for Race Against Dementia is sure to provoke thought along with action in raising funds and awareness.
Read more behind the charity’s identity here.