PCF's new helix-inspired logo signals the Foundation's emphasis on personalized, genomics-driven precision medicine. A fully redesigned website features a sleek, simplified interface with enhanced capabilities and information to help men on their critical day of need. Our research fights it. Your passion defeats it. See the all-new pcf.org "After 23 years as the 'doers' of lifesaving research, we could not be more proud to launch PCF's new organizational identity," said Jonathan W. Simons, MD, president and CEO, PCF. "Our new public-facing brand will help us bring precision oncology to the global community of men with prostate cancer along with their family, friends, and loved ones. Our goal is to be patient-centric with personal, actionable messaging that improves the lives of all men." "Our goal is to launch a patient and family friendly website," said Tom Andrus, chief digital officer, PCF. "With the new PCF.org we now have a website that is worthy of the impactful legacy of this foundation and our investment in forward thinking science, which will put an end to death and suffering from this disease." PCF's mission is to cure prostate cancer once and for all. Until that is achieved, the ongoing mission is to ensure men have a legacy to leave, time to spend with loved ones, and a brotherhood that supports them. In transforming the corporate identity, PCF aims to spur men and women alike to talk about this disease, to understand its urgency, and to have information-driven hope.