New Name, Logo, and Identity for Fred Hutch by Hornall Anderson

Established in 1975 in Seattle, WA, by surgeon Dr. William Hutchinson the Fred Hutchinson Cancer Research Center is a world-renown institute devoted to prevent, diagnose, and treat cancer, HIV/AIDS, and other diseases — its faculty and staff of 2,700 boasts three Nobel laureate researchers and is credited for pioneering bone marrow transplantation for treating leukemia. The center is named after William’s brother, Fred “Hutch” Hutchinson, a famous baseball player during the 1930s and 1950s, who died of lung cancer at the age of 45. This past September, the organization shortened its name to Fred Hutch and introduced a new identity designed by Seattle-based Hornall Anderson.In addition to formally shortening the institution’s name to Fred Hutch, we sought to cr