The charity's latest move updates its visual identity to move away from the colour pink in an attempt to differentiate itself from its competitors and highlight its work in providing direct services to cancer sufferers and their families.

The change has seen Breast Cancer Care drop the pink ribbon from its logo that is synonymous with charities supporting those with the disease, and focus on displaying a bright, new shade of orange, after the charity estimated that only one person in every hundred knows the work it does.

Breast Cancer Care’s head of communications and marketing, Jane Heath, said, “The breast cancer charity space is very crowded and everyone is pink. We want to stand out from the crowd and highlight our work. There are still too many people who haven’t heard of us.”

The introduction of orange in the new logo, the charity believes, will highlight its “warmth, energy and strength”; whilst its new strapline “The breast cancer support charity” was chosen specifically to reinforce its position as a specialist support charity.

The new brand identity will roll out slowly over the next year, first in a new booklet for patients and then at its next event – a fashion show. The launch will be backed by a marketing campaign that will run both online, on their website that will be revamped early next year and through social media; and in public through a poster campaign in areas where the charity has a strong presence.

The charity hopes that by renovating its image and better explaining what it offers, it can boost supporter numbers and raise more money to carry out its work. Its corporate sponsors who include; Asda and Arcadia, will also help to raise awareness about both the new brand image and the work Breast Cancer Care does through its online and in-store marketing.