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.


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


Passionate individuals and teams
delivering a cancer-free frontier
through scientific discovery and human touch


Patient and community first
United effort
Excellence in all we do

Our Promise

Unwavering commitment to
prevention, care, and the next cure


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 HCI?

Huntsman Cancer Institute (HCI) 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 HCI team aims to make each person’s experience exceptional.

What does HCI 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 HCI 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 Foundation

Who is HCF?

HCF is a functionally integrated 501(c)3, whose sole purpose is to raise funds to support the mission of HCI.

What does HCF do?

We invite individuals, businesses, and the community to join in the work of eradicating cancer by generously donating to support pioneering research at HCI. 100% of donations support cancer research thanks to the support of the Huntsman family.

Why does HCF 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.

HCI Services and Departments

An HCI service or department name uses a simple all-caps text treatment. The HCI logo should appear near it, but service names are not intended to be locked up with the HCI 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 HCI programs and initiatives, treatments should be simple. Individual words or letters within a word mark can be bolded and/or highlighted, using HCI 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 HCI 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 HCI 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

stop.jpgAvoid situations in which logos contrast poorly with background elements. Our logos should stand out.


stop.jpgAvoid using the H mark in a piece without also representing HCI / HCF with a full logo.


stop.jpgAvoid stretching or skewing any part of the logos.


stop.jpgDo not remove or replace elements of the official logos.


stop.jpgDo not scale logos to levels that make any logo elements illegible or indecipherable.


stop.jpgAvoid coloring our logos with random or unapproved brand 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.


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.



We create and use pleasing, professional, approachable photography to show our authenticity, inclusiveness, and care. Our photos should never be contrived, unnatural, or overly colorful, vibrant, dark, or high-contrast.

Stylistically, we achieve that through

  • Good, thoughtful lighting
  • Artistic framing
  • Depth and relatively shallow focus
  • Balanced, not overly saturated color

Situationally, we achieve that through

  • Candid, natural situations
  • Positive emotions and interactions
  • Diversity

Application Examples


Products and Merchandise


Huntsman Cancer Institute employees can submit a project request for Communications through Pulse. If you have any questions, please contact:

Meredith Vehar, MPA

Associate Director of Communications