Tickled Pink Wordmark

Asda’s Tickled Pink campaign is the longest running UK corporate charity partnership, raising over £71 million to date for world-class research, life-changing support and vital breast awareness information to help change the future of breast cancer in the UK.

To coincide with the campaign’s 25th anniversary, Creative Race were tasked with refreshing the brand and I was commissioned to help craft the ‘Pink’ wordmark.

Asda Tickled Pink wordmark by Dan Forster

Breast Cancer Ribbon

A key part of the brief was to incorporate the well known breast cancer ribbon into the ‘P’. Various iterations were created to find the right interpretation of ribbon while retaining a readable ‘P’. And also exploring how far the suggestion of a ribbon could be carried throughout the rest of the wordmark.

Asda Tickled Pink wordmark with ribbon by Dan Forster

Wordmark exploration

Tickled Pink lettering iterations by Dan Forster

Final wordmark and full logo lockup

Asda Tickled Pink Final wordmark by Dan Forster
Asda Tickled Pink wordmark by Dan Forster