Primary logo
SVG · full institute name
Brand resources / Hyperthermia Cancer Institute
Hyperthermia Cancer Institute
Brand guidelines
A consistent expression of compassionate care, clinical expertise, and patient empowerment.
01
Our identity
Existing institute logos, ready for use across digital and printed materials.
Logo symbol
SVG · compact identity
Give it room
Suggested practice: leave clear space around the logo at least equal to the height of the “H” in the name.
Keep it intact
Maintain the original proportions, lettering, and colors. Never stretch, rotate, recolor, or add shadows.
Choose clear contrast
Use the full dark-text logo on light backgrounds. Use the sage symbol on a clear, contrasting surface; avoid busy photos.
02
The color palette
Colors drawn from the existing website and logo. Sage brings warmth; dark tones establish clarity and confidence.
Sage
#929D8BBrand accent
Light sage
#B9C4B2Logo symbol
Charcoal
#1F2836Headings & dark sections
Midnight
#00162FDeep accents
Off-white
#F8F8F8Secondary surfaces
Lead with restraint
Use light surfaces and dark text for the main canvas. Reserve sage for meaningful accents and emphasis.
Keep text readable
Do not use pale sage for small text on white. Check foreground and background contrast before publication.
Supporting neutrals
White (#FFFFFF) and black (#000000) support the existing identity. Avoid introducing unrelated accent colors.
03
Typography
The existing website pairs approachable sans-serif typography with a restrained serif for selected editorial moments.
Outfit
Aa Bb Cc
Compassionate care.
Confident communication.
Primary family · headings, body, navigation
Regular 400 / Medium 500 / Semibold 600
Roboto Slab
Aa Bb Cc
A thoughtful accent.
A human perspective.
Secondary family · editorial accents and quotations
Regular 400 / Medium 500
Clear hierarchy
Suggested digital scale: 48px page titles, 32px section headings, 20px subheadings, and 16–18px body text.
Comfortable reading
Use generous line spacing, short paragraphs, and sentence case. Keep body lines to a comfortable reading length.
Quiet emphasis
Use weight rather than all caps for emphasis. Roboto is also loaded for supporting website elements.
04
Photography
A selection from the existing website: real care, recognizable technology, and moments of calm.
Treatment & care
Website photography · JPEG
Clinical technology
Website photography · JPEG
Calm & wellbeing
Website photography · JPEG
People first
Favor respectful images of real care and personal connection. Preserve patient dignity and confirm consent for each use.
Natural & honest
Keep skin tones natural and equipment recognizable. Avoid heavy filters, dramatic effects, and misleading clinical imagery.
Thoughtful cropping
Keep faces, hands, and treatment details in view. Confirm usage rights before sharing any asset outside the website.
05
Voice & communication
Suggested writing principles to support the institute’s existing patient-centered identity.
Compassionate
Acknowledge the person, not just the diagnosis. Write with warmth and respect, without pressure or fear-based language.
Clear
Use plain language and explain medical terms. Make next steps understandable without overwhelming the reader.
Responsible
Keep claims accurate and qualified. Do not promise a cure or guaranteed outcomes; have clinical statements reviewed.
Social & sharing
The selected homepage and default sharing image, with the institute’s official Facebook and YouTube profiles.
Main sharing image
JPEG · 1200 × 630 pixels
One recognizable identity
Use the full name “Hyperthermia Cancer Institute.” Pair clear, patient-centered copy with the selected treatment photo for general website links.
Keep essential subjects inside the crop and avoid placing text over faces. Write descriptive image captions and alternative text.