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Fred Hutch Cancer Center and UW Medicine are two separate organizations that work together through a clinically integrated model to provide cancer care. Fred Hutch also raises funds on behalf of both organizations to support adult oncology research.
Fred Hutch is one of only 11 cancer centers in the U.S. designated as a PPS-Exempt Cancer Hospital. This designation qualifies us for a specific reimbursement model based on our status as an independent cancer hospital and other federal requirements.
To communicate this integrated relationship clearly, we have developed specific guidelines for how to represent the partnership and when to apply co-branding.
Questions regarding this information can be directed to brand@fredhutch.org.
When to Apply Co-Branding
Determining when and how to co-branding can be complex, with decisions guided by agreements between the organizations. General guidance is below; specific questions can be directed to brand@fredhutch.org.
Centers for Medicare & Medicaid Services (CMS) requires that patients be clear about the organization providing their care, which precludes co-branding in some patient contexts.
Fred Hutch is an independent organization and does not co-brand with UW Medicine in most situations other than those outlined here.
We typically co-brand with UW Medicine when:
- Communicating with prospective patients to influence their choice of where to receive care
- Communicating general or educational information to current patients
- Directly soliciting philanthropic support for adult oncology programs
- Hosting an event that is co-sponsored by UW Medicine
- Creating reports for initiatives that directly involve UW Medicine support
- Conducting strategic outreach to potential referring providers
We do not co-brand with UW Medicine when:
- Promoting the Fred Hutch brand generally
- Promoting areas of Fred Hutch’s work outside of adult oncology (such as basic science, public health, education, etc.)
- Regulations do not permit it
- Space does not permit it
Minimum Requirement Descriptor
Recommended when space is limited.
Fred Hutch Cancer Center is an independent organization that also serves as UW Medicine’s cancer program.
General Audience Descriptor
Recommended for general audiences.
Fred Hutch is an independent organization that also serves as the cancer program for UW Medicine. Together we provide the specialized focus of a top-ranked cancer center and the comprehensive services of a leading health system.
Potential Patient Descriptor
Recommended for materials that are targeted towards potential patients.
Fred Hutch is an independent, nonprofit organization that also serves as the cancer program for UW Medicine. Together we provide you with the specialized focus of a top-ranked cancer center and the comprehensive services of a leading health system. You’ll also have access to the latest research, treatment options and clinical trials.
Philanthropic Audience Descriptors
Recommended for philanthropic adult oncology materials.
Primary
Fred Hutch is an independent, nonprofit organization that also serves as the cancer program for UW Medicine. Fred Hutch is proud to raise funds that fuel the adult oncology program on behalf of both organizations.
Minimum Requirement
The minimum requirement descriptor can be use when space is limited.
Fred Hutch Cancer Center is an independent, nonprofit organization that also serves as UW Medicine's cancer program.
When our two organizations share space on a document or presentation, it’s important that both brands look professional and consistent. These rules make sure our logos are clear and readable, legal requirements are met and the relationship between our two organizations is correctly communicated.
Fred Hutch Logo
Please follow our logo guidelines when applying the Fred Hutch logo to co-branded materials.
UW Medicine Logos
When co-branding Fred Hutch materials, please apply either the Primary Vertical UW Medicine logo or the Abbreviated UW Medicine logo. We do not recommend the use of UW Medicine's Primary Horizontal logo.
In-depth guidelines for UW Medicine logos can be found on the UW Medicine Brand website.
This approach is applied:
- In the body of websites like FredHutch.org
- In long-form patient materials
- On large pieces like advertisements and van wraps
- On the front covers of reports and initiatives
- On flyers and invitations that are not space-constrained
Primary Vertical UW Medicine Logo
The Primary Vertical UW Medicine logo is the default logo for most uses when space is not constrained.
Abbreviated UW Medicine Logo
The Abbreviated UW Medicine logo is used in space-constrained environments, or when using the primary logo may lead to:
- poor resolution
- clutter
- readability issues
Choosing Between Colored Logos
When a full-color Fred Hutch logo is present, a full-color (purple) UW Medicine logo is used.
When a single-color (navy or white) Fred Hutch logo is present, a single-color (black or white) UW Medicine logo is used.
Download UW Medicine Logos
RGB (Digital) Logo Package
This .zip package contains both the Primary Vertical and Abbreviated UW Medicine logos in RGB format, optimized for digital applications. The files in this package are png files.
CMYK (Print) Logo Package
This .zip package contains both the Primary Vertical and Abbreviated UW Medicine logos in CMYK format, specifically designed for high-quality printed materials. The files in this package are eps files.
By downloading and these logos, you agree to comply with all UW Medicine logo use guidelines and policies as outlined on the UW Medicine Brand website. Improper use of logos, including for unauthorized endorsements or partnerships, is prohibited.
Size
Regardless of placement, the height of the UW Medicine logo should equal the height of the letter “t” in the nearest Fred Hutch logo. If multiple Fred Hutch logos appear on the piece, size the UW Medicine logo in relation to the closest Fred Hutch logo.
Fred Hutch Size Requirements:
Print: at least 0.5 inch tall.
Digital: at least 48 pixels tall.
UW Medicine Size Requirements:
Print: at least 1 inch wide.
Digital: at least 72 pixels wide.
Space
To establish Fred Hutch as the owner of each piece, present the Fred Hutchlogo first or in the uppermost position.
Place the logos as far apart as the dimensions of the piece allow.
Alignment
Diagonal Alignment
In most co-branded applications, place the UW Medicine logo in the opposite corner from the Fred Hutch logo.
Maintain the required clear space around both logos:
Fred Hutch: clear space must equal the height of the ‘F’ in ‘Fred’.
UW Medicine: clear space must equal the height of the ‘M’ in ‘Medicine’.
Vertical Alignment
As a secondary option, the logos may be arranged vertically. In a vertical arrangement, left-align the UW Medicine logo with either the left edge of the Fred Hutch icon or the ‘C’ in ‘Cancer Center.’
Not Permitted: Horizotal Alignment
Horizontal logo alignment is not permitted, except in limited cases that must be pre-approved. Please contact brand@fredhutch.org for questions.
Co-Branded Layouts
Fred Hutch follows three distinct co‑branding layouts: footer, callout box and duo logos. The approach is determined by the purpose of the material and the space available on the piece.
The following content outlines these approved design layouts, gives examples of their application, and outlines the steps to recreate the layouts with details on text size, spacing and alignment.
This approach is used on:
- Clinical documents and patient‑education materials
- Reports or internal documents where UW Medicine affiliation supports accuracy or compliance
- Templates shared with various Fred Hutch departments
Footer Layout
The footer layout is used as the primary layout for all materials unless footer space is not available. Anchor the UW Medicine logo at the bottom of the piece, alongside the descriptor text.
Footer Layout Guide
Steps for creating this layout:
- Select the appropriate UW Medicine logo using the logo-color guidelines outlined above.
- Place the correctly sized UW Medicine logo in the bottom-left corner, using margins that align with the content above.
- Place right-aligned black descriptor text in the bottom-right corner. Center it vertically with the UW Medicine logo.
- For standard letter-size documents, set descriptor text at 9 pt with 10.8 pt leading. Scale the type size proportionally for other material sizes. Do not set descriptor text below 8 pt in print or 8 px in digital applications without approval from Fred Hutch.
- When the descriptor wraps to two or more lines, make the first line the longest whenever possible.
- Add a black rule line above the logo and descriptor text to separate the footer from the content above.
- Set the rule weight to approximately 5% of the descriptor text size (font size × 0.05), or approximately 0.5 pt for letter-size documents.
- If other elements of the design function as a divider, the addition of a stroked line may be ignored.
- Maintain the required clear space around the UW Medicine logo on all sides.
Adaptation for vertical formats: Center the footer content and stack the elements in this order:
optional black rule, centered black descriptor text, then the UW Medicine logo.
This approach is used on:
- Letterhead with occupied footer content
- Long form documents
Callout Box Layout
Use this secondary layout when footer space is occupied by other elements or when a more vertical presentation is appropriate. Place the UW Medicine logo below black descriptor text, with both elements left aligned and contained in a light-gray box.
Note: The callout box is commonly placed to the right of body text. It may be placed on the left as a secondary option if required by the limitations ofthe piece.
Callout Box Layout Guide
Steps for creating this layout:
- Select the appropriate UW Medicine logo using the logo color guidelines outlined above.
- The descriptor and logo are set within a gray box with no corner rounding and no borders.
- Gray: CMYK:0,0,0,10 ; RGB: #F4F4F4
- Set the black descriptor text above the logo, left aligned.
- Match the descriptor text size and leading to the document’s typography where possible. Reduce the size only as needed to accommodate the available space. Do not set descriptor text below 8 pt in print or 8 px in digital applications without approval from Fred Hutch.
- Give appropriate clear space around the text and the edges of the container.
- Place the full-color abbreviated UW Medicine logo below the text and size it according to the rules on page 2. Align the left edge of the text with the left edge of the logo.
- Maintain adequate padding between the descriptor text, logo, and edges of the box while also maintaining the required UW Medicine logo clear space.
This approach is commonly used on:
- Front covers of reports that require joint brand visibility
- Title slides in presentations where both organizations are materially involved
- Event flyers or invitations when the partnership is integral to the program or messaging
Duo Logos
This arrangement, presented without descriptor text, should only be applied to the front of materials where UW Medicine functions as a significant partner for the event or initiative. The primary vertical full-color UW Medicine logo is positioned as far away from the Fred Hutch logo as possible and aligned diagonally or vertically. The abbreviated logo may be used in space-constrained environments.
Duo Logo Layout Guide
- The Fred Hutch logo must appear as the primary owner of the material unless approved by Fred Hutch Marketing and Communications.
- The two logos must follow size, space, and alignment guidelines as noted above.
Reminder: The horizontal alignment of both logos is not permitted under our standards with very limited exceptions. Please contact brand@fredhutch.org for questions.
Contact Us
For any co-branding questions, please contact brand@fredhutch.org.