The Institute of Cancer Research

The Institute of Cancer Research

The Site

The Institute of Cancer Research, London, is one of the world’s most influential cancer research institutes, with an outstanding record of achievement dating back more than 100 years.

They are ranked as the UK’s leading academic research centre, and lead the world at isolating cancer-related genes and discovering new targeted cancer drugs.

In 2012, the ICR launched a bold rebrand to raise the profile of the institute and attract more funding for its influential cancer research.

The new logo features a series of coloured bars inspired by the Fibonacci sequence, and together with the optimistic colour palette helps to convey a sense of progress, discovery and innovation.

The new brand is being rolled out over a period of time and includes internal and external website redesigns as well as new signage, stationary, lab coats and other resources across the ICR’s London sites in Chelsea and Sutton.

Green Brothers Signs Ltd were awarded the signage tender in 2012.

The Solution

Green Brothers submitted a tender application via the NEUPC in 2012 and we were then short listed to the final two. After a conclusive interview and PowerPoint presentation, we were pleased to be awarded the contract.

Due to the corporate rebrand, the ICR required an overhaul on all external and internal signs at each of their three sites; Chelsea- Old Brompton Road, Chelsea-Fulham Road and in Sutton, Greater London, where it is co-located with The Royal Marsden Hospital.

The ICR took this opportunity to utilise modern methods of display media, such as digital printing and the use of bespoke printed wallpapers in each of the reception and in some of their laboratory areas. The new signs techniques reinforced their reputation as a world leading cancer research institute.

After 3-4 site surveys, Green Brothers Ltd submitted full manufacturing drawings for client approval; along with mood boards, demonstrating material, form and colour samples. Mark Muller Ltd (design and way-finding consultants) provided us with design visuals of the final product for installation. We then interpreted the designs using best practice and state of the art manufacturing methods and materials. This ensured the flexibility and longevity of the signs for future use.

Our highly skilled and qualified ‘in house’ installation engineers completed the project, overcoming any challenges in their stride, delivering a successful completion to the whole process.

The Result

The final result was a high quality and visually impressive series of signage. The client conveyed how pleased they had been with both the level of service and our professional approach. Subsequently a faithful reproduction of their brand and logo was evident, in both the internal and external signage, in numerous differing locations and utilising varying media forms.

The bespoke slim line monoliths and wall signs were constructed from folded aluminium and glass panels. Information and imagery were adhered to the reverse of the glass; specialised fixings were used to ensure that the panels were easily removable. Therefore, if any information needs to be updated in the future, this can be done with ease and without having to purchase a whole new monolith or wall sign.

Further external signage included fret cut aluminium letters, wall mounted with hidden fixings and stove enamelled to depict the appropriate colours from the logo. Plot cut 7 year vinyl decals were also adhered to glass doors within the buildings, continuing the new corporate identity throughout the interior of the building.

The Future

Green Brothers Signs Ltd have recently supplied the ICR with further digitally printed wall signs. We continue to manufacture and install their internal and external signage.

Individual & Built Up Lettering

Digital Print

Room Signs

Bespoke Signs


The Institute of Cancer Research

Wall mounted acrylic plaque with stand off fixings.