C the Signs, an AI-based cancer prediction system, has unveiled a new brand identity. Founded in 2017 by former NHS doctors Via Baxi and Miles Feiling, the startup provides solutions that combine AI and real-time clinical data to improve fairness and speed in early cancer detection. The rebrand was undertaken by London-based design studio DixonBaxi.
The rebranding of C the Signs is based on the founders’ awareness of the problem. Tom Pelling, design director of Dixon Baxie, pointed out the limitations of the existing medical system, saying, “I was inspired by the case of Joe (60 years old), who was diagnosed with terminal pancreatic cancer after repeatedly overlooking vague symptoms.” In fact, C the Signs has proven the potential of the system by providing cancer detection opportunities to more than 50,000 patients so far.
At the heart of the brand is the logo, which symbolizes the “butterfly effect.” It conveys the message that small actions at the beginning can make a big difference in the future. The logo is activated in a variety of contexts and serves to amplify the stories of individual patients. It is a visual representation of C the Signs’ commitment to expanding the possibilities of treatment and providing more options.
