Brand Overview
Our brand is the face we present to the world. It helps build a recognizable identity and reinforces our reliability and professionalism to patients, their loves ones, and our community at large. The goal of this guide is to ensure consistency in message, tone, and look across our communication materials, which supports our mission, vision, principles, and promise.
Mission
To understand cancer from its beginnings, to use that knowledge in the creation and improvement of cancer treatments, to relieve the suffering of cancer patients, and to provide education about cancer risk, prevention, and care
Vision
Passionate individuals and teams
delivering a cancer-free frontier
through scientific discovery and human touch
Principles
Patient and community first
United effort
Excellence in all we do
Our Promise
Unwavering commitment to
prevention, care, and the next cure
Identity
Because It’s Personal
Relentlessly searching for a cure and compassionately caring for those living with cancer is personal. So is making sure as many people as possible can avoid cancer altogether. Each person who receives a diagnosis has an individual story that intersects with our care. Each of those stories matter. We’re dedicated—beyond a job, beyond a cause—because we not only conduct the research and engage the community, we share hours with the people who live with cancer. And their dignity, their care, and their cure is personal to us. We won’t stop.
Messaging FAQs
Huntsman Cancer Institute
Who is Huntsman Cancer Institute?
Huntsman Cancer Institute at the University of Utah is an internationally recognized research center and treatment hospital. In addition to our flagship campus in Salt Lake City, we have a network of regional affiliate hospitals and community clinics. We serve patients with all types of cancer, who come from throughout the Mountain West, including Utah and parts of Idaho, Montana, Nevada, and Wyoming.
Our doctors and scientists include world-renowned experts dedicated to the highest quality standards and driven by the commitment to improve the lives of people affected by cancer. From our physicians and nurses providing care, to volunteers handing out snacks in clinic waiting areas, to valets greeting visitors at the front entrance, the Huntsman Cancer Institute team aims to make each person’s experience exceptional.
What does Huntsman Cancer Institute do?
We have an unwavering commitment to prevention, care, and the next cure.
- We serve patients with all types of cancer who come from throughout the Mountain West and beyond, including Utah and parts of Idaho, Montana, Nevada, and Wyoming.
- We bring education and prevention messaging to communities throughout the region.
- We pursue pioneering research and clinical trials in a relentless search for treatment improvements and the next cure.
Why does Huntsman Cancer Institute matter?
Cancer doesn’t take a break and neither will we. Each person who walks through our doors becomes our family. That’s why we take the search for the next cure, and their care, personally. Nurses come in on their days off to see patients in treatment. Families will always remember the support we’ve provided to them. Donors give their hard-earned money to support the search for a cure. Researchers dedicate their lives because they know the next breakthrough is possible.
Huntsman Cancer Institute's Communications Office oversees brand and logo use. Request brand approval before you publish, print, or produce materials: allc@hci.utah.edu
Huntsman Cancer Foundation
Who is Huntsman Cancer Foundation?
Huntsman Cancer Foundation is a functionally integrated 501(c)3, whose sole purpose is to raise funds to support the mission of Huntsman Cancer Institute.
What does Huntsman Cancer Foundation do?
We invite individuals, businesses, and the community to join in the work of eradicating cancer by generously donating to support pioneering research at Huntsman Cancer Institute. 100% of donations support cancer research thanks to the support of the Huntsman family.
Why does Huntsman Cancer Foundation matter?
We imagine a time when cancer is no longer the leading cause of death for people under age 85. We envision a time when cancer is eradicated altogether. Thanks to research, many forms of cancer are now prevented entirely or diagnosed in their earliest, most treatable stages. Thanks to research, new treatments and interventions exist for advanced cancers.
By funding efforts to better understand the beginnings of cancer and more effectively treat cancer, our community of donors helps relieve the suffering and improve the quality of life for cancer patients, survivors, and their families.
Huntsman Cancer Institute Logo
The Huntsman Cancer Institute logo communicates strength, reputation, and commitment to research and health care, while maintaining clear ties to our past. The logo makes our partnership with the University of Utah clear.
The “H” mark can be used in a piece of work or on a product as long as the full Huntsman Cancer Institute logo has been used earlier in the piece or elsewhere on the product to establish the brand. (See Application Examples below.)
Huntsman Cancer Institute's Communications Office oversees brand and logo use. Request brand approval before you publish, print, or produce materials: allc@hci.utah.edu
Co-Branding
When collateral requires co-branding—displaying a partner logo alongside an Huntsman Cancer Institute or Huntsman Cancer Foundation logo—follow these guidelines:
- Adhere to the logo padding/clear-space rules of all brands
- Maintain balance/visual weight between logos—use appropriate size, color contrast, and positioning
- Always try to use partner logo variations that best match the dimensions or aspect ratio of the Huntsman Cancer Institute/Huntsman Cancer Foundation logo
- Separate logos with subtle or minimalistic design elements to clearly distinguish them, if necessary
When to Co-Brand
The Huntsman Cancer Institute logo should be used in conjunction with U of U Health (both logos/brands present) on all clinical and patient-facing communications and items, including white coats.
The Huntsman Cancer Foundation logo never needs to be used in conjunction with the U of U Health logo.
Learn more about U of U Health brand guidelines.
White Coats
On co-branded white coats, the U of U Health logo is on the right chest and Huntsman Cancer Institute logo on the left. Sizing follows the same rule: primary text in both logos are the same height and on the same horizontal plane.
Employee ID Badges
All Huntsman Cancer Institute employee ID badges are co-branded with the U of U Health logo. Due to space constraints, logos on ID badges are stacked. The U of U Health logo is on top and the Huntsman Cancer Institute logo is on bottom. Logos are the same width and have a distance apart equivalent to the height of the H logo mark.
Huntsman Cancer Foundation Logo
The Huntsman Cancer Foundation logo achieves many of the same objectives as the Huntsman Cancer Institute logo, but boldly calls out Huntsman Cancer Foundation in order to differentiate itself. This logo also drops the use of the University of Utah text.
The “H” mark can be used in a piece of work or on a product as long as the full Huntsman Cancer Foundation logo has been used earlier in the piece or elsewhere on the product to establish the brand. (See application examples below.)
A Huntsman Cancer Institute service or department name uses a simple all-caps text treatment. The Huntsman Cancer Institute logo should appear near it, but service names are not intended to be locked up with the Huntsman Cancer Institute logo—service names should have a dominant presence. In cases where services or facilities are associated with donors, donor name(s) should be first referenced in written text rather than attempting to incorporate donor names into the branding.
Word Marks
When creating word marks for Huntsman Cancer Institute programs and initiatives, treatments should be simple. Individual words or letters within a word mark can be bolded and/or highlighted, using Huntsman Cancer Institute brand fonts and colors.
Logo Padding and Spacing
Our logos should have plenty of breathing room, using the H logo mark as the tool to measure padding/spacing between the logo and other objects and edges within any given layout.
When the H mark stands alone, it should have top/bottom and left/right padding or spacing equal to half its height and width, respectively.
Co-Branding Spacing and Padding
When co-branding the Huntsman Cancer Institute logo with the U of U Health logo, a horizontal orientation is strongly preferred. A stacked orientation may be used in very rare instances where space constraints dictate the layout, such as on employee ID badges.
The Huntsman Cancer Institute logo is placed first, followed by the U of U Health logo next to it. Use the width of the "H" mark as the tool to measure distance between the two logos. For a balanced appearance in size, ensure the primary text in both logos is the same height and on the same horizontal plane.
Things to Avoid
Avoid situations in which logos contrast poorly with background elements. Our logos should stand out.
Avoid using the H mark in a piece without also representing Huntsman Cancer Institute/Huntsman Cancer Foundation with a full logo.
Avoid stretching or skewing any part of the logos.
Do not remove or replace elements of the official logos.
Do not scale logos to levels that make any logo elements illegible or indecipherable.
Avoid coloring our logos with random or unapproved brand colors.
Colors
Our colors create a bold impression when paired with our imagery and type. We lean heavily on white and dark blue to create contrast and impact, thoughtfully incorporating pops of other colors to draw attention.
Primary
RGB: 40,80,135
CMYK: 93,75,21,6
HEX: 285087
PMS: 2945 U
RGB: 255,255,255
CMYK: 0,0,0,0
HEX: ffffff
RGB: 240,240,240
CMYK: 4,3,3,0
HEX: f0f0f0
PMS: 5315 U
RGB: 80,80,80
CMYK: 0,0,0,83
HEX: 505050
PMS: 419 U
Secondary
RGB: 230,80,50
CMYK: 4,84,90,0
HEX: e65032
PMS: 1665 U
RGB: 150,210,255
CMYK: 36,6,0,0
HEX: 96d2ff
PMS: 283 U
RGB: 112, 114, 113
CMYK: 57, 47, 48, 14
HEX: 707271
PMS: 424 CP
Tertiary
RGB: 0,159,126
CMYK: 82,13,64,1
HEX: 009f7e
PMS: 334 U
RGB: 236,212,81
CMYK: 9,11,81,0
HEX: ecd451
PMS: 608 U
RGB: 242,173,73
CMYK: 4,35,82,0
HEX: f2ad49
PMS: 142 U
RGB: 130, 0, 0
CMYK: 0, 100, 89, 50
HEX: 890000
PMS: 202 CP
Font and Type
Our fonts and typography are approachable and friendly, while still being clean and professional. This shows that we care, and that we’re capable.
Photography
Our fonts and typography are approachable and friendly, while still being clean and professional. This shows that we care, and that we’re capable. Photos of Huntsman Cancer Institute are available to download at the University of Utah Image Library.
Application Examples
Stationery
Products and Merchandise
Questions
Huntsman Cancer Institute's Communications Office oversees brand and logo use. Request brand approval before you publish, print, or produce materials. Employees can submit a project request for Communications through Pulse. If you have any questions, please contact us:
Meredith Vehar, MPA
Director, Communications
allc@hci.utah.edu