Brand Hub
Everything you need to represent Lung Cancer Europe clearly and consistently. Whether you are a Lung Cancer Europe member a supporter or partner organisation, a media contact or part of our team, you will find what you need here.
Lung Cancer Europe evolved its visual identity in July 2026. After more than a decade, we retired the LuCE acronym and committed to using our full name in everything we do.
The lung mark, the blue and the typography all carry the recognition and trust we have built over the years. Nothing about the substance of who we are has changed. What changed is clarity. Our name now does the work.
The stronger and more consistently our identity is used across everything we do, the more effectively our message reaches the people who need to hear it. These resources are here to make that as straightforward as possible.
Main logo
The Lung Cancer Europe logo comes in three colour versions. Each is available as a horizontal lockup, a vertical lockup, and an icon-only mark for tight spaces such as social profiles and favicons. The Lung Cancer Europe logo is available in the following versions:
PNG with transparent backgrounds
SVG vector
Favicon set for websites
Please keep clear space around the logo, don’t stretch or recolour it, and always use the full name “Lung Cancer Europe”.
Colour Palette
Our primary colour is Lung Cancer Europe blue.
Use it for headings, key graphics, and as a background for the reversed logo.
Lung Cancer Europe blue
HEX #004494 RGB 0 68 148
A wider palette for reports and campaign materials is available.
Our fonts
Our Logo
Our logo is available in a range of formats. Please use the supplied files and don’t copy or recreate the logo.
Logo Use
Please keep the logo clear and easy to read, with enough space around it. Don’t stretch, crop, recolour or alter the logo in any way.
Using Our Name
Always write our name in full: Lung Cancer Europe. We no longer use the LuCE acronym.
Language
Lung Cancer Europe is a pan-European lung cancer advocacy organisation. Our members are patient organisations across Europe, and we work with policymakers, clinicians, researchers, partners and the media.
Whoever we are speaking to, our language is clear, respectful and accurate, and it never places blame.
Person first
We describe the person before the diagnosis. People are never defined by their illness.
UK English
Organisation, programme, tumour, paediatric. Dates in full, such as 15 October 2026.
Plain language
Short sentences and everyday words. Medical terms explained the first time they appear.
Words we use
We follow the IASLC Language Guide from the International Association for the Study of Lung Cancer: person first, free of stigma and blame, inclusive and equitable.
- lung cancer patientperson living with lung cancer
- smokerperson who smokes
- ex-smokerperson with a history of smoking
- never-smokerperson who has never smoked
- failed treatmentthe treatment did not work
- sufferer, victimperson diagnosed with lung cancer
- battle, fight, journeyliving with, experience
Accessibility
We aim for the Web Content Accessibility Guidelines (WCAG) 2.2, level AA, across our website, newsletters and documents.
- Add alt text to every image, saying what it shows and why it is there.
- For charts, give the key finding in words.
- On our website and newsletter, keep text on images to a minimum, as it is not translated.
- Captions on every video, burned in for social media.
- Transcripts for podcasts and webinars.
- No flashing content.
Body text needs a contrast ratio of at least 4.5:1, large text 3:1. Never use colour alone to carry meaning.
- Headings in order, one main heading per page.
- Link text that says where it goes, never "click here".
- Body text at least 16px online and 12pt in print.
- Capitalise each word in hashtags, as in #LungCancerAwareness, so screen readers can read them.
- Use emoji sparingly and never in place of words.
- Add alt text on every platform that supports it.
Multilingual
languages on the Lung Cancer Europe website, since March 2026.
of every month, our newsletter arrives in each subscriber's chosen language.
Keep it simple
Short sentences with one idea each. No idioms, puns or wordplay, which rarely translate.
Minimal text on visuals
On our website and newsletter, keep text on graphics to a minimum wherever possible, as it is not translated. Leave room in layouts, as some languages run longer.
Check medical terms
Ask a native speaker to review clinical language and check person-first wording survives.
Get our newsletter in your language
News, research and advocacy from across Europe, on the 1st of every month.
Warsaw Conference 2027 | Visual Identity
Quick guidelines
Fonts
Neo Tech: display headings · Segoe UI: documents and presentations · Lato: digital materials
1. Use the correct logo for the background.
2. Keep proportions unchanged and leave clear space around the logo.
3. Use navy and white for main layouts; yellow and greens as accents.
4. Keep text short, readable and well spaced.
5. Request vector artwork for large-format print.
Get Checked! 2026 | Visual Identity
Quick guidelines
1. Use the orange logo on white or light backgrounds.
2. Use the white logo on orange, dark or photographic backgrounds.
3. Keep clear space around the logo.
4. Do not stretch, crop, rotate, recolour or alter the logo.
5. Use More Sugar sparingly for campaign headlines.
6. Use Raleway for headings and key messages.
7. Use Lato for body copy and practical information.
8. Keep layouts bold, simple and easy to read.
9. Check that text has strong colour contrast, especially over photographs.
10. Use the approved orange, white and supporting brand colours consistently.
Access to Treatment Atlas | Visual Identity
Quick guidelines
1. Use the blue logo on white or pale backgrounds.
2. Use the white logo on the Atlas blue background.
3. Keep the logo proportions unchanged and leave clear space around it.
4. Use the supplied colour codes and keep text easy to read.
5. Use Segoe UI Bold, with Neo Tech for the Lung Cancer Europe name.
6. Keep layouts simple, with short text and plenty of space.
Photo and video guidelines
Creating photos or videos for Lung Cancer Europe? Our practical guidelines cover framing, lighting, camera set-up and how to capture useful photos at events.
Contact
Need something that isn’t here, or you’re unsure which version of the Lung Cancer Europe logo to use? Get in touch and we’ll help.
The logo and name are our identity - please use them as described above.