Fred Hutch begins rollout of new brand

Seattle Cancer Care Alliance and Fred Hutchinson Cancer Center unite under new logo, colors.

Fred Hutchinson Cancer Center began the rollout of a new brand and logo that represent the combined science and lifesaving skills of its single unified organization. “Unifying Seattle Cancer Care Alliance and Fred Hutchinson Cancer Research Center will enable us to accelerate our shared mission of putting the world’s most devastating diseases behind us,” said Fred Hutch President and Director Dr. Thomas J. Lynch Jr., holder of the Raisbeck Endowed Chair, at an internal event last week to kick off the brand rollout. “By working more closely together, I truly believe our future is boundless.”

The brand includes a new logo with individual color and shape elements paying subtle homage to the legacy organizations. It also communicates Fred Hutch’s commitment to accelerating its impact and helping people to break free from devastating diseases. 

“It is a visual symbol that quickly helps people connect all the great things that they might be seeing, hearing or experiencing,” said Kimberly Ovitt, Fred Hutch’s vice president and chief marketing and communications officer. “And then relating those back to our organization.”

The merger that created the organization included a strengthening of the relationship with UW Medicine. Fred Hutch now serves as UW Medicine’s cancer program to allow for enhanced care coordination with one of the world’s leading integrated health systems. 

The color palette also includes elements from the previous brands to enhance recognition for patients, researchers and other audiences as the new brand is rolled out. The multiple colors also reflect Fred Hutch’s commitment to diversity.  

“Our new brand is strongly influenced by our mission and how we act but also by how well we can tell our story and position ourselves as meaningful and relevant in the minds of others,” Ovitt said. 

The two halves of Fred Hutch – clinical care and research – formally merged in April 2022 and the brand rollout started in October with updates to websites, social media channels and banners and updated signs around the South Lake Union campus. Patients and providers will see temporary signage and other updates at Fred Hutch clinical care sites around the region in the coming months.

An advertising campaign will accompany the new brand rollout featuring messaging and imagery that reinforces the combination of world-class research and clinical care facilities. 

Fred Hutch now has more than 5,700 employees and 245 research faculty, who are among the 450 faculty in the Fred Hutch/University of Washington/Seattle Children’s Cancer Consortium.  

Patients will continue to receive care from the physicians and health care providers that are part of Fred Hutch’s clinical care team. 

“We are creating a cancer center that is committed to compassionate, connected patient care that puts the patient and family at front and center,” Lynch said when the merger was finalized in April. “We are committed to discovery and science, because the very best care is rooted in science.”