Dana-Farber Cancer Institute - Lasater/Sumpter Design, Inc.

Dana-Farber Cancer Institute, one of
the world's preeminent research and
treatment institutions, lacked cohesion
throughout their communication materials
leading to a dilution and fragmentation
of their brand identity. The problem
was compounded by the fact that the
institution's fundraising arm, The Jimmy
Fund, employed a totally separate mark.

We performed an audit of existing
and planned publications and defined
functional criteria, target markets and
production commonalities. Production
was a vital consideration as the
standards needed to accommodate
implementation by in-house designers
and staff, and by outside design
consultants. Additionally, a high degree
of design flexibility was necessary
to respond to specific marketing
objectives.

We unified the Dana-Farber and Jimmy
Fund logos by placing them in defined
fields. The field dimensions are the key
units in the layout organization.

Categories of publications were
established and a format system
was created for each group. Individual
formats defined size, color and
typographic palettes, guidelines for
the basic layout structure and paper
selections.


	The finalized graphic standards were compiled into a printed manual and an interactive CD containing the standards, format grids and logo resource files. The completed system has resulted in streamlined production, a uniformity of presentation that still allows creative design solutions, and a stronger visual presence for the Dana-Farber and The Jimmy Fund brands.