Our new identity

We have changed. The Prostate Cancer Charity has become Prostate Cancer UK.

We have chosen our new identity to help us raise our voice, raise our game and reach more men. Urgently. Prostate cancer is predicted to become the most common cancer by 2030. Yet many men are unaware of the disease and research is still badly underfunded. We believe men deserve better. With our bold new identity and approach we will fight for this.

What's in a name?

Our new name puts us in a much better position to deliver change for men. It communicates authority, expertise and nationwide impact. This will help us form influential partnerships and improve care for men.

What does the new logo mean?

The 'man of men' is our new icon. This strong figure built from familiar symbols communicates our aim to reach and represent all men. It is designed to be more noticeable to men.


The new look is a vital part of our new identity but the changes go much deeper. We are evolving internally to become a more direct, bold and open organisation.

Tell us what you think

We would love to know what you think about our new identity. Tell us what you think at web@prostatecanceruk.org

Frequently asked questions 


Why did we decide to re-launch our identity?

This is the start of a new and exciting chapter for Prostate Cancer UK. Through our services, campaigning and research, we support men in the fight against prostate cancer, but we need to reach many more. Not enough men or their families know who we are or how we can help them. Not enough men are aware of prostate cancer.

We have worked hard to create a new name, a new design, and a new communications campaign. We need to present ourselves and our cause in a way that is more direct, open and urgent. Our identity reflects our changing ambitions and will appeal to the men we are here to represent.

We have done all this for one reason only. Because prostate cancer, which kills one man every hour in the UK, is still much less understood than it needs to be, and needs vastly more funding for research. We have done all these things because we believe men deserve better.


Why have we changed our name?

If we want more men to access our services, more major funders to invest in ground breaking research and to lead and participate in more conversations about the key issues, we need to be easily recognised and understood. We must stand out in order to reach more men and attract more funding.

Our research has shown that only three of the top hundred UK charities use the word 'Charity' in the name and that the word is associated with fundraising, children, and dependency - not with authority, research, or expertise.

We are already feeling inspired by our new identity because we believe it puts us in a much better position to deliver real change for men with prostate cancer.


How does the new name reflect what the organisation does?

'Prostate Cancer UK' is clear, simple, has authority, and importantly still communicates who we are. Our new name reflects our drive to raise awareness of the disease across the whole of the UK.


How will our supporters respond to the new name?

We hope they will be as inspired as we are by the new identity, what it represents and what we are setting out to achieve - reaching more men and having a greater impact. Simply, we hope they will recognise us as the 'go-to' authority for all issues related to the most common cancer in men.


What does our new logo mean?

Our new logo comprises our name and our corporate icon: 'the man of men'. This is strong figure of a man made up of many familiar symbols used to represent men. It represents our aim to reach and represent all men. It's symbolic of the 'movement' we need to create to really bring people together to make a difference to the men confronting this disease. It reflects our strategic ambitions to lead change by bringing the right people together, to find the answers for the future and support men where they need it.


How will a new logo help us reach more men?

We haven't just created a new visual identity for our charity. We're changing the way we present ourselves and engage with all our key audiences to inform, influence and raise much greater awareness for the cause. We are becoming more direct, bold and open. We are raising our voice and raising our game.


What informed our new identity?

Over a seven month period we commissioned an independent consultancy to analyse how we presented ourselves to the world; consulted with a wide range of internal and external stakeholders including men affected by prostate cancer, their families and health professionals. We also worked with creative design professionals who absorbed the learning from the research to create a new distinctive and vivid visual identity reflecting who we are and what we stand for.

We are evolving because we believe men deserve better.


How much money was spent on the identity refresh?

The identity refresh cost £190,000. This included comprehensive research with:

  • men with and without prostate cancer

  • families

  • health professionals

  • key stakeholders

  • staff

We worked with strategic organisational change advisers to help us improve our understanding of what we did well and where we could improve. We also worked with our digital advisers to improve our website usability.

Over the past seven months we have been running down our publication stocks in anticipation of the new identity, limiting any wastage and saving unnecessary costs.


How can we justify such a cost?

For a complete brand review this is a very modest spend and we expect to have a significant impact for men with prostate cancer as a result. We see this as a responsible investment to help take our organisation to the next level, to support many thousands more men and their families and to raise much more money for ground breaking research.


What return on investment will we see?

We expect to see a significant return from our investment in terms of our impact on men. Our new identity will help us to reach more men and speak more urgently. By raising our voice we will raise the profile of prostate cancer much higher and encourage more people to donate.