Typography

We use the typefaces Gotham and GT Sectra for our brand communications—including print, digital advertising, social media and presentations. The combination of the serif and sans-serif type families provides both flexibility and the ability to create visual contrast and emphasis within a layout.

For purposes of accessibility, the typeface Whitney is used for our online databases and apps.

Primary sans serif: Gotham

Primary serif: GT Sectra

Digital Sans Serif: Whitney

NOTE: The typeface GT Sectra uses inconsistently sized numbers that are confusing when used in gene names like NTRK1 or PIK3CA. To adjust the size:

• In Adobe Creative Suite, highlight a single number

• Choose Type > Glyphs

• Choose the option that matches the cap height of the letters in the gene name

Incorrect

Correct

Be intentional with setting type for Foundation Medicine. Ensure proper type hierarchy to create maximum impact while maintaining legibility. Intentionally kern and lead your type so that it doesn’t feel simply typed (or pasted), but instead, typeset. Thoughtful, considered typesetting is key to reinforcing the elegance and modernity of our brand.

All-caps text should always be set using Gotham and not GT Sectra.

Don’t Stretch

Don’t force justify

Don’t outline text

Don’t set on a diagonal

General Typography Rules

Please always use hanging punctuation, especially for quotation marks. Please use em-dashes, en-dashes and hyphens appropriately.

There are several elements that should appear at the bottom of all printed promotional documents: A Call to Action (CTA), a standard footer and a Veeva Promomats Code.

Common CTAs & What They Should Look Like

Depending on the piece, the placement of the CTA can go at the bottom of the front page or second page before references and brief statements. The text in the CTA should be concise and will vary depending on the content.

To learn more about <product name>, go to <product site page>

To learn more about our proven portfolio of tests and services, go to foundationmedicine.com/portfolio

To order a test go to foundationmedicine.com/order

For maximum impact, the CTA should be FM Fire with white text. However, if the design dictates that other colors be used, choose an appropriate brand color that draws attention to the CTA.

Footers

Please consult with your marketing partner to confirm which footer to use on a given piece.

Standard 2-Line Footer

The standard footer should be used whenever space allows:

Short Form Footer

The short-form footer is the brief statement paired with the standard 2-line footer.

Long Form Footer

The long-form footer includes the standard 2-line footer, the brief statement, references and a call to action.

Extra Short Footer

The extra short footer with copyright year, Veeva code and Foundation Medicine horizontal logo may be used on pieces with very limited space:

Veeva Promomats Codes

The Veeva PromoMats system holds all materials approved by Foundation Medicine’s review committees: PRC and MRC. All documents need to include the Veeva PromoMats document ID unless otherwise specified by the content owner. Veeva PromoMats document IDs are generated by the system and should be provided by the content owner, and placed at the end of the legal footer.

The version number should change with each new version of the document. For example, US-PF-000001 V1.0 would be updated to US-PF-000001 V2.0.

A document’s Veeva code may change if the document is expired and reclassified for a different use. At that point, Marketing will inform the designer of the new document ID.

For EX-US, it is recommended that they use their own document ID that is generated by the Roche Veeva system and should not be the same as the US Veeva ID.