VANCOUVER - NG Farrell Marketing Ltd. has unveiled its new take on the brand identity for the Canadian Association of Nurses in Oncology (CANO.)

"The Canadian Association of Nurses in Oncology has been around since the 80s. Their previous brand image was very basic, not well coordinated," says NG Farrell director Sean Farrell. "Their previous logo was a maple leaf in a box. We consulted with them starting in 2009, and helped with developing a fresh public relations image."



NG Farrell has already launched its re-brand on the CANO website. Additionally, it is redesigning CANO's stationery, corporate communications, and event publications.

According to NG Farrell's design documents on the project, the new brand identity strives to demonstrate oncology leadership, promote education in nursing, attract new members, and instill confidence in existing investors and stakeholders. Additionally it will attempt to unite the oncology community across Canada under a single banner.

The new CANO logo depicts a stylized human figure, assembled from a series of small circles. The design is reminiscent of fractal designs, and hints at the shape of a DNA helix. The primary colours chosen were dubbed CANO Orange and CANO Red, with CANO Tangerine, a lighter shade of the original orange, serving as the principal complimentary colour. CANO Green and CANO Yellow round out the selection of complementary colours. The choice of colours, according to Farrell, was inspired by the concept of vitality, enthusiasm and positivity.

Farrell chose two typefaces to represent the body text: Lucida Bright as the serif font, chosen for its contrast and readability on small scale, and Franklin Gothic for larger sans-serif lettering. Contact: Ngfarrell.com, Cano-acio.ca