Our brand architecture is a framework for organizing departments, units, labs and other entities within Fred Hutch.
Fred Hutch uses a "branded‑house" approach, where the Fred Hutch logo is the primary way we show who our communications come from.
Departments, labs, programs, and collaborations do not create their own logos. Instead, they are identified using sign posts that sit alongside the Fred Hutch logo, helping audiences understand the specific source while keeping the Fred Hutch brand clear and recognizable.
What is a Sign Post?
Departments, divisions, labs, groups, services, studies, programs, and collaborations at Fred Hutch are communicated using a typographic treatment called a sign post.
Sign posts are positioned in alignment with the Fred Hutch logo but are not locked up with it in a single piece of artwork. In this way, Fred Hutch is always understood to be the organization that the communication is coming from with a further layer of detail about the source being provided by the sign post.
Font and Size
The sign post text must be set in Circular Bold, and the height of the sign post must be the x-height of the Fred Hutch wordmark.
Space Requirements
The Fred Hutch logo and the sign post should achieve the greatest distance from each other allowed by the dimensions of the asset.
At minimum, the distance should not be less than the width of the Fred Hutch logo sans icon, or 1/2 the height of the Fred Hutch logo. The minimum spacing is used in select circumstances, however the goal is to maximize the amount of space between the core elements. In vertical alignments, the sign post is left-justified and aligned to the Fred Hutch logo.
Exception, for physical signage and branded apparel and merchandise, the sign post may be centered versus left aligned.
Approved Sign Post Examples
Sign posts are used on documents, branded apparel, email headlines and more. Below are a few examples of sign post usage across various materials. Learn more about branded merchandise and apparel options.
Sub-Brands
Fred Hutch has a very limited number of approved sub-brands. Sub-brands are direct extensions of the Fred Hutch parent brand and may include design elements that differ from the core Fred Hutch brand, but they remain closely connected to the organization.
The only approved sub-brands are Obliteride and Cook for Your Life. Their brand identities have been reviewed and approved by the Fred Hutch Marketing and Communications design department, and they are the only entities authorized to use the Fred Hutch name in their logos.
No other groups, programs, or initiatives are authorized to create sub-brands or use the Fred Hutch name in a logo. Questions or requests for guidance should be directed to brand@fredhutch.org.
Contact Us
Questions regarding our brand architecture, sign posts and these guidelines can be directed to brand@fredhutch.org.