Massey identity and brand standards
Thank you for joining us in proudly sharing the VCU Massey Comprehensive Cancer Center name. As of September 20, 2023, the Massey name was enthusiastically updated to reflect Massey’s comprehensive designation, the highest recognition from the National Cancer Institute.
The Massey identity (name, logo and sunburst element) should be represented in a consistent manner, providing the Center with a visual signature for all electronic and printed communications.
The guidelines and tools on identity and nomenclature available on this site are provided for all clinical, research and administrative staff at VCU whose work involves cancer. Before using the Massey logo, please carefully review the identity and graphic element guidelines by downloading the below Massey identity manual, and contact the Office of Public Relations and Marketing Communications for further assistance. Patients, supporters, friends, affiliates and partners of Massey should contact the Communications Office for approval before officially using Massey’s name, logo and other identifying materials.
The Massey name should be synonymous with all cancer research, treatment, education and outreach at Virginia Commonwealth University. “Virginia Commonwealth University Massey Comprehensive Cancer Center” or "VCU Massey Comprehensive Cancer Center" should be used to identify our institution on first reference. Subsequent references can be shortened to "Massey Comprehensive Cancer Center" or "Massey." Use of acronyms (e.g., MCCC) should not be used in external or public-facing communications.
Guidelines for research personnel
Researchers should include the Massey name on all external materials related to cancer research at VCU. In particular, articles sent to research journals should identify member researchers as part of “Virginia Commonwealth University Massey Comprehensive Cancer Center,” in addition to specific department names.
Example:
Jane Smith, Ph.D.
Professor, Department of Biochemistry and Molecular Biology
Virginia Commonwealth University
VCU Massey Comprehensive Cancer Center
All cancer-related research posters should be on the Massey poster template. All cancer-related presentations should be on the Massey presentation template. In cases where other VCU schools, departments or institutes also contributed to the research, include their names, too.
Guidelines for clinical personnel
The Massey name should be used to identify the cancer care provider at VCU. Our goal is to make Massey the oncology brand of choice throughout the region, and we should reinforce that brand name as much as possible.
Although most of our clinicians are employed by the VCU Health System, the brand name we should always present to oncology patients and referring physicians is VCU Massey Comprehensive Cancer Center. Massey-branded lanyards for name tags, embroidered white lab coats, correspondence and business cards should all be used by clinical staff. All cancer-related presentations should be on the Massey presentation template.
Visual consistency is important in building a brand. The Massey identity mark (logo) and its elements may not be modified. Elements include font and colors, as well as the scale and proportions of the logo. The Massey identity mark consists of the “burst” graphical element, the “VCU Massey Comprehensive Cancer Center” typography and the VCU master brand mark, which includes the “VCU” typography and “seal”. The typography used in Massey’s identity mark is Univers (a sans serif font) and Weis (a serif font).
Before using the Massey identity mark, please carefully review the Massey identity manual for comprehensive logo and graphic element usage guidelines, and contact the Office of Public Relations and Marketing Communications for further assistance.
Primary logo: The primary Massey logo is known as the vertical identity mark.
Secondary logo: A secondary Massey logo, which is known as the horizontal identity mark, is available for use when space does not allow for the primary logo to be used.
Other variations of the logo may be used in special cases and on very select items to accommodate size, space and/or production restrictions and specifications, such as the “simple seal identity mark” for embroidery and the “word mark,” which is in Univers 57 condensed font. Please contact the Communications Office for approval to use these limited-use logo versions.
Both the primary (vertical) and secondary (horizontal) logos are available below to download in both png format (for everyday, lower-resolution needs, such as MS Office documents, Web pages and e-mail) and eps format (for higher-resolution needs, such as large-format pieces like posters, promotional items like pens and professional print collateral like brochures) to accommodate low- and high-resolution usage. Contact the Communications Office if you need additional file format types, such as TIFF or JPEG. This file includes:
- Color (4c): four-color versions of the mark (primary and secondary identity marks)
- Color Reverse (4c_rev): color-reverse versions of the mark (for use on dark backgrounds)
- Black (K): one-color (black) versions of the mark
- On Gold (og): versions to use on gold backgrounds
- Reverse (rev): one-color reverse versions of the mark (for use on dark backgrounds)
Logo colors
Logo colors are considered integral elements of the identity mark design and should not be altered. The Massey logo colors are as follows:
- VCU gold, which is PMS 130C for coated paper. For uncoated paper, it is PMS 109U. The four-color process for the gold is Cyan=0, Magenta=30, Yellow=100, Black=0.
- VCU gray, which is PMS Cool Gray 8C for coated paper. For uncoated paper, it is PMS Cool Gray 8U. The four-color process for the gray is Cyan=0, Magenta=0, Yellow=0, Black=80.
- Black
If you are having materials professionally printed for brochures or other uses, please share the above PMS colors with your vendor so consistency can be maintained.
If the color must be altered for one- or two-color print pieces, or for thematic purposes for an event or website, the logo must be changed to one color. An “all black” or “all white” or “all gold” version of the logo is acceptable in these cases.
Please consult with Massey's Communications Office to determine the most appropriate representation of the logo in order to protect the Massey brand.
"Burst" graphical element
The Massey burst (also known as sunburst) may be used as an accent or flourish to add visual interest. The burst is not intended to replace the Massey identity mark and must be used in conjunction with it. The entire burst, half of the burst or a quarter of it may be used only in the approved logo colors.
The burst is available below to download in the following color versions to serve varying needs: gold (preferred), black, gray and white. These files are provided in both png and eps format to accommodate low- and high-resolution usage. Contact the Communications Office if you need additional file format types, such as TIFF or JPEG. This file includes PNG files (for everyday, lower-resolution needs) and EPS files (for higher-resolution needs) for the following:
- Gold burst, preferred
- Black burst
- Gray burst
- White burst
Massey-branded stationery templates are in VCU-approved format. They allow for departments to order stationery as needed and to customize department names and addresses on letterhead, envelopes, business cards, appointment cards, mailing labels, notepads and note cards. Generic versions of these items (without department names and addresses) are also available for ordering.
Ordering instructions can be found on the VCU stationery website. For questions that can not be answered through the website, email stationery@vcu.edu or call (804) 827-0904. For specific needs or questions, please refer to the stationery contacts page.
IMPORTANT NOTE: The university will shortly be updating its stationery brand. Massey will also be participating in the update and new comprehensive stationery will not be available to print until that time.
Address examples:
(VCU Massey Comprehensive Cancer Center logo is pre-printed)
Adult Outpatient Pavilion
1001 E. Leigh Street
Richmond, Virginia 23219
(804) 828-7232
(VCU Massey Comprehensive Cancer Center logo is pre-printed)
Acute Care Oncology Critical Care Hospital, 2nd floor
1213 E. Clay Street
Richmond, Virginia 23298
(804) 828-9199
(VCU Massey Comprehensive Cancer Center logo is pre-printed)
Goodwin Research Laboratory
401 College Street
Richmond, Virginia 23298
(804) 828-0450
Generic electronic letterhead is also available below to download in color and black and white, including memo and fax templates in MS Word format. In addition to printed stationery, Massey-branded electronic letterhead is available to be downloaded that you can customize with your name and address. For questions or more information, please email stationery@vcu.edu or call (804) 827-0904.
All cancer-related presentations at VCU should be on the Massey presentation template. The presentation template featuring the Massey identity marks are available below to download in MS PowerPoint format. They include two background choices -- gold and white with burst.
All cancer-related research posters at VCU should be on the Massey poster template. In cases where other VCU schools, departments or institutes also contributed to the research, include their names, too.
The poster template featuring the Massey identity mark is available below for download in MS PowerPoint format and in four sizes: 4-, 6-, 8- and 12-foot posters. File includes:
- 4-foot poster template– MS PowerPoint format
- 6-foot poster template– MS PowerPoint format
- 8-foot poster template– MS PowerPoint format
- 12-foot poster template– MS PowerPoint format
White lab coats embroidered with the Massey logo are available to order through the MCV Campus bookstore. The format allows for two lines of text below the logo for your name and your department’s name. Lab coat options are available to view online at the vendors' website, but it's best to visit the MCV bookstore to try them on.
VCU or VCUHS employees who work with cancer research or clinical care can order a lab coat with the Massey logo by visiting, calling or emailing the MCV Bookstore and placing the order through their department’s normal lab coat purchasing process at either the department’s or the employee’s expense, depending on departmental policy. For questions, please check with your department’s administrator.
Staff employed directly by Massey may order lab coats through the Massey Business Office. After selecting the style and size of your lab coat, complete and submit the Lab coat order form. This form can be used to request a PO for a quote or invoice, upload an invoice for payment, or request stipends, honorariums, ICAs, etc. All information regarding the order is collected on this form. Please follow the process below:
For single line item orders, invoices, honoraria, stipends, etc.:
- Fill out the Lab Coat Order Form
- Finance and Business Operations will use the form data to process your order
For orders that include multiple line items:
- Fill out the Lab Coat Order Form
- Attach the Massey Order Request PDF
- Finance and Business Operations will use the form data to process your order
To contact the MCV Bookstore, call (804) 828-0336 or email the store manager at sm622@bncollege.com. The bookstore is located at 601 North 10th Street, Richmond, VA 23298.
It’s important to identify Massey in your e-mail signature if your work is cancer-related. Because many Massey-related personnel have several titles or work for multiple entities, include those titles and entities as well. Noting the Massey URL (masseycancercenter.org) is also highly recommended. If you would like to include the Massey logo in your email signature, the preferred identity mark for this purpose is the color horizontal logo, and it is available below to download.
Example of a clinical faculty e-mail signature:
Mary Helen Hackney, M.D.
Hematologist-oncologist
VCU Massey Comprehensive Cancer Center
Associate professor, Division of Hematology, Oncology and Palliative Care
VCU School of Medicine
(Contact info)
Example of a research faculty e-mail signature:
Andrew C. Larner, M.D., Ph.D.
Co-leader, Cancer Cell Signaling research program
Martha Anne Hatcher Distinguished Professorship in Oncology
VCU Massey Comprehensive Cancer Center
Professor of biochemistry and molecular biology
VCU School of Medicine
(Contact info)
Example of an administrative staff e-mail signature:
Amanda Martens
Director of human resources
VCU Massey Comprehensive Cancer Center
(Contact info)
Example of use of pronouns within e-mail signature:
Tremayne D. Robertson, M.Ed., M.S., C.A.S.
Director for diversity, equity, and inclusion
VCU Massey Comprehensive Cancer Center
Pronouns: He, Him, His
(Contact info)
VCU Massey Comprehensive Cancer Center employees and representatives are encouraged to use branded Zoom backgrounds when giving virtual presentations. There are four background templates available for use. If you require any assistance with adding and applying a background to your video call, please feel free to reach out to the communications and marketing staff.
The Massey Office of Public Relations and Marketing Communications often shares happenings at Massey on social media several times a week. Massey staff and members are encouraged to use social media to share professional milestones and department information intended for the oncology and healthcare industries, patients, researchers and general public. Use the social media templates to establish your Massey social media presence.
Please click the hyperlinked text to access and edit the templates in Canva. Click here for information on how to set up a Canva account.
By using the provided templates, you agree to abide by the terms and conditions set forth in our disclaimer.
- Standard square with slot for image (examples: new staff welcome/congratulations or grant announcement/congratulations, etc.) An example is provided below:
- Standard square for text heavy posts (examples: clinical trial recruitment/descriptions or event details, etc.) An example is provided below:
