Branding Guidelines

Roswell Park
Branding Guidelines

Table of Contents

  • 01 Table of Contents
  • 02 About Us
  • 03 Mission/Vision
  • 04 Our Values
  • 05 Center Name
  • 06 Logo
  • 07 Logo Spacing
  • 08 Logo Treatment
  • 09 Typography
  • 10 Colors
  • 11 Care Network
  • 12 TV and Video

About Us


Founded in 1898 as the first institution to focus on cancer research, Roswell Park set the standard for today’s multidisciplinary approach to the highest quality cancer care.

Roswell Park makes fundamental contributions to reducing the global cancer burden and sets itself apart as a leader in transplant and cellular therapies, robotic surgery training programs, personalized medicine, cancer vaccines and immunotherapy.

  • One of only a select number of comprehensive cancer centers in the nation designated by the National Cancer Institute (NCI).
  • A member of the National Comprehensive Cancer Network (NCCN), a prestigious alliance of leading cancer centers that seeks continuous quality improvement and creates evidence-based practice guidelines.
  • A leader in cancer research where the latest scientific discoveries and breakthroughs are made available to patients through our robust clinical trials program




To eliminate cancer’s grip on humanity by unlocking its secrets through personalized approaches and unleashing the healing power of hope.

We will do this by:

  • Pioneering promising therapeutic breakthroughs, using them to zero in on the most effective treatment for each patient, and sharing them with the world.
  • Committing in every situation, and every decision we face, big and small, to choose our words and actions based solely on the needs of each patient, and nothing more.
  • Actively seeking ways to share, inform, support and inspire each other, our patients, and our community — so that collectively, we go well beyond the expected.
  • Loudly, proudly sharing every success with the world, so more of the patients and families who need us, the dynamic people who want to join us, and those who want to support us, know the ongoing miracle that is Roswell Park.


To free our world from the fear, pain and loss due to cancer — one act of compassion, one breakthrough discovery, one life-changing therapy at a time — until cancer is gone.

Our Values


Core values reflect what is most true and important to us as an organization.

These are values that have shaped us and will continue to – they do not change given circumstances or time but rather are consistent throughout our mission areas. Roswell Park is a special place to work and the staff and faculty who live these values have made it so. These values will guide and power our personal and collective actions and enable future successes on behalf of individuals and the world.


We are driven to provide care that cures and comforts, research that informs the world, and education that enlightens and enables future generations. We proudly stand on our rich history and use it as a platform from which to embrace discovery and change.


We are committed to making each decision, whether related to patient care, research, education or administration, based on standards that are thoughtful, informed, honest, transparent when appropriate and always respectful of privacy.


We value and encourage the viewpoints and constructive opinions of all people and disciplines and recognize that all contributions strengthen the results we achieve, the value we provide, the actions we take and the team we strive to be.


We are devoted to achieving extraordinary progress on behalf of those we serve; patients and families who come to us during times of great need, scientists and clinicians who wish to collaborate, students seeking education, the science of cancer that awaits our contributions, and the community that deserves strong stewardship and economic leadership.

Compassion and Respect

We are enriched by the diverse cultures, needs, and expectations of our coworkers and of the communities we serve. It is our privilege and responsibility to appreciate these differences as we establish research goals, develop care plans, and interact with one another.

Center Name


The following guidelines outline the proper use of the company’s name and how to properly refer to it in written form.

The official center name is Roswell Park Comprehensive Cancer Center which should be used for official and professional documentation.

The center is more commonly referred to as Roswell Park, which is how the center should be named in copy. This is the only alternative to the full name — acronyms or abbreviations, such as Roswell, RPCC or RPCI (Roswell Park Cancer Institute) should NOT be used to refer to the center.


"Unleashing the Healing Power of Hope."

Mainly used in stationary. Does not always need to be used. For logo usage guidelines see Section 8: Logo Treatment

Demonstration of Tagline in use
Tagline in use on printed documents.

Logo Spacing


All forms of the Roswell Park logo must have a designated amount of clear space on all sides unoccupied by other elements. This is to ensure the logo’s visual clarity and effectiveness.

The margin of clear space should be equivalent to the height of the ‘R’ at a minimum. This area of separation is a minimum and should be increased whenever possible.

Minimum space around logo
Logo minimum print size of 1.5 inches

Alternatives to Full Logo

The logo can be used in various sizes, but should never be unreadable. If the space only allows for a small version of the logo and the words “Comprehensive Cancer Center” become unreadable you may use the following options as alternatives.

Option 1.

Logo without Comprehensive Cancer Center
Logo minimum digital size of 164 pixels

Option 2.

Logo Wordmark Version

Logo Treatment


The logo must be used as is should not be altered in any way.

This means that you must not:

Don't change the logo's orientation or rotation.

Change the logo’s orientation or rotation.

Disproportionately scale or resize the logo.

Disproportionately scale or resize the logo.

Change the logo’s colors.

Change the logo’s colors.

Display the logo in a configuration not previously specified.

Display the logo in a configuration not previously specified.

Make alterations to the logo’s text.

Make alterations to the logo’s text.

Add special effects to the logo.

Add special effects to the logo.

Add an outline to the logo or display the logo as an outline.

Add an outline to the logo or display the logo as an outline.

Use the logo on top of busy photography.

Use the logo on top of busy photography.

Display other elements within the logo’s designated clear space.

Display other elements within the logo’s designated clear space.

Crop the logo in any way.

Crop the logo in any way.

Use the burst icon on its own.

Use the burst icon on its own.

Fade the logo using transparency.

Fade the logo using transparency.



The designated typeface for Roswell Park in the Roswell Park logo is Minion Pro Regular and is in all caps. The designated typeface for Comprehensive Cancer Center is Bernina Sans Condensed Semibold also in all caps. The tagline is written in CapitoliumNews2-SemiBoldItalic. All fonts are available in Adobe Typekit.

Correct type treatment for Roswell Park Logo
Key to approved type faces

Suggested Fonts for Marketing Materials

Primary Typefaces:

1: Tungsten Family (usually bold). Google web alternative Oswald

Subheads and small amounts of copy:
2: Forza Family (usually book or medium). Google web alternative Mina.

For large amounts of copy, use a simple san serif font such as:

  1. Arial (regular)
  2. Helvetica (regular or condensed)
  3. Roboto (regular)
  4. Acumin Pro



Our company colors are professional, soothing and modern, expressing who we are.

Our main logo color is a deep bright blue and is referred to as “Roswell Blue”. The Roswell Blue is accompanied by 100% black text.

Roswell Park Logo
2935 C

100, 68, 4, 0


0, 93, 166




0, 0, 0, 100


0, 0, 0



Primary Colors

  • PMS 2935 C
  • CMYK 100, 68, 4, 0
  • RGB 0, 93, 166
  • Hex #0055b8
  • CMYK 0, 0, 0, 0
  • RGB 0, 0, 106
  • Hex #000000
Gradient: Teal to Green
  • CMYK 72, 0, 12, 0
  • RGB 0, 178, 209
  • Hex #00b2d1
  • PMS 360C
  • CMYK 34, 0, 47, 24
  • RGB 108, 194, 64
  • Hex #6cc24

Secondary Colors

  • PMS 360C
  • CMYK 61.46, 0, 95.58, 0
  • RGB 106, 191, 75
  • Hex #6cc24
  • CMYK 72, 0, 12, 0
  • RGB 0, 178, 209
  • Hex #00b2d1
  • PMS 7676c
  • CMYK 61.89, 67.14, 9.04, 0.27
  • RGB 117, 100, 160
  • Hex #7565a0

Tertiary Colors

  • CMYK 18.3, 100, 100, 10.68
  • RGB 185, 32, 37
  • Hex #b92025
  • CMYK 0, 56.55, 100, 0
  • RGB 246, 137, 31
  • Hex #f6891f
  • CMYK 0.1, 26.73, 100, 0
  • RGB 254, 191, 15
  • Hex #febf0f

Care Network


As the only National Cancer Institute-designated comprehensive cancer center in Western and Upstate New York, Roswell Park is improving cancer patient care in our region by incorporating national best practices and quality standards throughout its network. We believe that all patients should have access to the latest technology, the most innovative therapies, and the expertise of the most experienced cancer teams.

Any use of the Roswell Park Care Network logos must be approved by the Creative Services department at Roswell Park. Contact Hillary Banas at for logo files and approval.

Roswell Park Care Network

Care Network locations are branded as follows.

Stacked Layout

Landscape Layout

TV and Video


Any use of Roswell Park video graphics must be approved by the Creative Services department at Roswell Park by contacting the Creative Services Department at 716-845-3255.


  • Name: Tungsten Semibold (Black)
  • Titles: Tofino (White)


  • Name: Tungsten Medium (White)
  • Titles: Tungsten Book (White

Social Media

  • Name: Tungsten Medium (White)
  • Titles: Tungsten Book (White