Corporate Logo
The Foundation Medicine logo serves as the primary identifier of our brand—the fastest way to help our audiences recognize us. That’s why ensuring our logo is consistent across all uses matters so much.
Logo Configuration
There are two versions of the logo:
Horizontal Lockup
Vertical Lockup
The design should dictate which configuration should be used. The horizontal logo is the preferred version, however, there will be times when the vertical version works better aesthetically.
Horizontal Lockup
Vertical Lockup
The horizontal logo is the preferred version for documents such as marketing collateral and in digital banners or print ads.
The vertical logo should be used when the logo will be centered in a larger field, such as on an end card for a video.
Logo Components
There are two parts to the Foundation Medicine logo: the wordmark and the logomark (sometimes called “the bug”).
The wordmark is the text “Foundation Medicine,” which has been set and spaced in a specific and deliberate way.
The logomark is inspired by the cornerstone of an architectural foundation.
Logomark
Wordmark
While we prefer to keep the full logo intact to reinforce brand recognition, there are instances when it’s appropriate to use the logomark alone (see below). We ask that you never use the wordmark alone.
Use The Logomark Alone In These Cases:
On social media that has “Foundation Medicine” on the graphic itself or in the caption
On swag where the full logo isn’t necessary
In places where the logomark delivers extra impact and the full logo already exists in the space
Don't Use The Logomark Alone In This Case:
As a decorative element, repeating pattern, or as the shape of furniture or other usable items
Although you can use the logomark on its own, please do not attempt to re-join it to the wordmark. If you need the full logo with both parts, please use the official logo file.
Logo Placement
Printed Marketing Collateral
For printed marketing collateral, the horizontal corporate logo should be placed in the lower-left corner of the document, followed by the boilerplate legal language to its right. If it’s a double-sided document, the corporate logo goes in the lower-left corner of the second page.
Advertising Collateral
For advertising including digital banners or print ads, the horizontal corporate logo should be used as a sign-off in the lower-right corner.
Social Media Graphics
For social media graphics, the logomark alone can be used as a sign-off in the lower-right corner.
Logo Color
The logo should most often show up in FM Slate or white. When extra impact is needed, or in a piece that speaks specifically to our clinical products, FM Fire can be used. When only one color of ink is possible, such as in a fax, a black logo is allowed.
Logo Color Guidelines
FM Slate Logo
For corporate and brand communications, on a white or light background or light photograph.
FM Fire Logo
For communication about our clinical products, or for when more impact is needed.
Black Logo
Only for when a piece can’t be printed in color, such as a fax.
White Logo
For corporate and brand purposes, when appearing on a darker colored background or photograph.
Logo Clear Space
The logo must always maintain minimum surrounding clear space, equal to the height of the logomark itself. This space should be free of text and graphics. Additionally, the logomark should be inset from any edge or border—again equal to the height of the logomark itself.
Logo Visual Integrity
Never re-create, alter or distort the logo in any way.
Registered Symbol
With The Registered Symbol
Use the logo with the registered symbol for external-facing marketing communications such as printed materials, ad campaigns and digital banner ads.
Without The Registered Symbol
Use the version without the registered symbol for social media, videos, the Foundation Medicine corporate website, swag and internal-facing communications.
Respecting The Logo
We recommend against placing the Foundation Medicine logo on disposable catering items like napkins or cups, where the logo will end up in the trash. Generally, it comes across as less confident when a logo is on every item in view. Logo usage in environments should be meaningful—when in doubt, leave it out.
Logo Usage In Social Media
When creating graphics for social media that mention Foundation Medicine by name (either in the graphic itself or in the caption), the logomark alone can be used instead of the full corporate logo. Place the logomark in the lower right corner of the graphic, as shown in the examples below.
