These guidelines outline how to represent Fred Hutch on social media through consistent, accessible and engaging storytelling. They cover official channels, content strategy, design standards and best practices to help amplify our mission across platforms.
For all questions contact brand@fredhutch.org.
Fred Hutch social media channels enhance the organization’s digital presence and amplify its mission, clinical care and scientific research through consistent, engaging storytelling.
Fred Hutch maintains an active presence on the following platforms under the handle @fredhutch:
- facebook.com/HutchinsonCenter
- instagram.com/fredhutch/
- x.com/fredhutch
- linkedin.com/company/fredhutch
- youtube.com/@fredhutch
- tiktok.com/@fredhutch
- bsky.app/profile/fredhutch.org
- threads.com/@fredhutch
When posting about Fred Hutch on social media, please tag @fredhutch whenever possible to increase visibility and support brand amplification.
Fred Hutch’s social media presence aims to:
- Use multimedia storytelling to provide an authentic view into the lives of those involved in the mission — including staff, providers, faculty, patients, advocates and community members.
- Share key organizational messages using a platform-specific approach that meets audiences where they are and maximizes reach and engagement.
Social content should be created with mobile-first best practices in mind. The following formats and aspect ratios are recommended:
- 1080 × 1080 (1:1)
Square photo and video formats are the most versatile and perform well across platforms. - 1080 × 1350 (4:5)
Portrait format optimized for Instagram and Facebook, occupying more screen space on mobile devices. - 1080 × 1920 (9:16)
Vertical format optimized for short-form video on Instagram and Facebook Reels, TikTok, YouTube Shorts and LinkedIn.
Video
Captioning
Embedded captions are preferred for short-form video to improve accessibility and provide context when audio is muted.
Caption Styling
- Typeface: Tiempos Black
- Size: 48 pt or larger
- Color: White text with a 10-pixel black outline for contrast
- Placement:
- Positioned just below the midpoint of the frame
- Maintain at least 65 pixels from all edges to avoid platform UI overlays
- Line count: No more than two lines for legibility
Title Graphics (Name and Title Identification)
Fred Hutch uses an animated title graphic to introduce speakers or subjects in video content.
Specifications
- Type:
- Names: Tiempos Bold
- Titles: Circular Regular
- Color: White
- Background: Oblong oval shape in Fred Hutch Navy (#18365D)
- Placement: Top third of the video frame, with at least 65 pixels of clearance from edges
- Animationt: Fade and roll in from the left; reverse animation for exit
Outro Logo Animation
- Background color: Fred Hutch Navy (#18365D)
- Logo: Stacked white Fred Hutch logo
- Alignment: Centered
Additional Examples:
Static Photos and Graphics
- Typography:
- Headlines and quotes: Tiempos Bold
- Informational text: Circular Regular
- Text placement:
- Lower third or within negative space
- Avoid covering key subjects
- Gradient use:
- A subtle gradient (Fred Hutch Navy to transparent) may be applied to improve text readability
- Logo bug:
- Size: 100 x 100 px
- Placement: Upper or lower corner with at least 24 pixesls from screen edges, positioned away from the subject
- Note: The logo bug can be used for Social Media, but otherwise requires approval first.
Hashtags should be used sparingly and intentionally. Focus on two to three highly relevant hashtags per post.
Common Hashtags
- #fredhutch
- #cancer
- #seattle
Additional Uses
- Scientific and professional conferences:
#AACR26, #ASCO26, #ASH26, etc. - Disease-specific awareness:
#leukemia, #breastcancer, #lungcancer, etc.
Contact Us
Questions regarding social media guidelines can be directed to brand@fredhutch.org.