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Lenz Enhances the Georgia Cancer Specialists Brand With New Identity

Georgia Cancer Specialists is getting a fresh new look just in time for spring.

Designed by Scott Sanders, Creative Director at Lenz, the new look is an evolution of the existing logo with fresh graphics, a new typeface, and bright colors that create a clean, contemporary look.

The leadership at Georgia Cancer Specialists was involved throughout the creative process, which lead to “an evolution, rather than a revolutionary change.” The logo will be phased in on signage and printed materials throughout the year, Sanders said.

Those intimately familiar with the former GCS logo, developed in 1999, may notice the removal of the practice tagline, “The Cancer Answer.”

“The Cancer Answer remains the practice tagline,” said Lenz CEO, Richard Lenz. “In fact, by separating the tagline from the mark, we will be able to feature it more prominently and more clearly communicate its meaning to the public.”

While logos reflect the brand they represent, most companies refresh and refine them every 10 to 15 years, Sanders said. Additional evolutions to the GCS brand identity will be rolled out throughout the year.