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Cancer Explained
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Brand toolkit

Cancer is complicated. We make it easier to understand.

Understand Cancer. Feel Less Alone. Everything you need to represent Cancer Explained — the approved logos, colors, type, usage rules, voice, imagery, and our press kit.

Download the complete toolkit (ZIP) Read the brand guide (PDF)Press & media page

Our mission

Cancer Explained provides free, plain-language cancer education for patients, caregivers, families, and the public. We turn trusted National Cancer Institute resources into clear explanations, guided reading paths, and practical tools that help people prepare for conversations with their care team.

  • A program of National Cancer Information Foundation, a 501(c)(3) public charity
  • Based chiefly on National Cancer Institute resources
  • Free — no ads, no paywall, no account
  • Education only — never medical advice

Logos

Two approved files: the wordmark and the “ce” icon. Both are PNG masters. The brand guide (PDF) shows correct and incorrect use.

Cancer Explained wordmark: cancer explained in purple with a lavender .org

Wordmark · 988 × 333 PNG

Download PNG
The ce icon: white ce on a purple square

ce icon · 600 × 600 PNG

Download PNG

Using the logo

  • Use the PNG files exactly as provided. Do not recolor, stretch, crop, rotate, outline, or add shadows, and do not redraw or retype the wordmark.
  • Place the wordmark on white or a very pale lavender background.
  • On dark or busy backgrounds, put the wordmark inside a white panel. The old lavender-on-dark version is retired.
  • Leave clear space on every side of at least half the height of the lowercase “c”.
  • Suggested width is 240 px on screen. The guide’s 220 px minimum is provisional and has not been tested at every size; check legibility of the lavender “.org” before going smaller.
  • For tiny spaces (favicons, avatars, app icons) use the “ce” icon instead of shrinking the wordmark.
  • The files are PNG masters, not vector. Do not enlarge them for print; ask us if you need a larger file.
Cancer Explained wordmark inside a white panel on a dark background

On dark backgrounds: wordmark inside a white panel.

Colors

#4005AA

Primary

Buttons, links, the wordmark

#CAB9FF

Lavender

The .org in the wordmark; accents

#FBF8FF

Background

Page background

#F4F2FF

Surface

Cards and panels

#181A2C

Ink

Body text and headings

#494554

Muted

Secondary text

#CAC3D6

Line

Borders and dividers

#217F4F

Green

Success and confirmation

#DF0000

Donate

The Donate button only

Typography

Plus Jakarta Sans

Aa Bb Cc

Bold 700Headlines

Semibold 600Labels and buttons

Regular 400Body text

Free under the SIL Open Font License (OFL), so it can be used and shared, including for print. The font files and license are in the toolkit ZIP.

Voice & how to describe us

Plain, not simple

Short sentences and everyday words. We explain a term the first time we use it.

Warm, not saccharine

We sound like a knowledgeable friend. No false cheer, no fear, no pressure.

Honest about limits

We educate; we never diagnose or recommend treatment. We point people back to their care team.

Always sourced

Claims link to the National Cancer Institute or another published public health source.

Please don’t

  • Describe Cancer Explained as a provider of medical advice, diagnosis, or treatment.
  • Say our content is clinician-reviewed unless a specific page states it.
  • Imply endorsement by the National Cancer Institute or any other agency.
  • Recolor, stretch, rotate, outline, or add effects to the logo.
  • Use our imagery to depict a real patient or a real person's story.

Imagery

Calm, human, and hopeful: soft light, real-life settings, and people connecting. Our photo scenes are AI-generated illustrations, not real patients, and should never be presented as someone’s story.

Violet Cancer Explained graphic reading Understand cancer. Feel less alone.Dark ink graphic reading Newly diagnosed? Start with the basics. One topic at a time.Violet graphic reading Caring for someone? You belong here, too.A woman writes in a notebook beside a window. Text: Before your next visit, write it down.Two older adults having an attentive conversation on a sofa. Text: A little time. Someone to listen.A man holding a mug looks thoughtfully toward a window. Text: Caregivers need care, too.

Need the full social set (square, portrait, and story sizes, with captions and alt text)? Email press@cancerexplained.org.

Press kit

Journalists and partners: the complete toolkit above has the approved logos, fonts, colors, and guide. The press page has reusable descriptions, organization facts, and the press copy pack.

Complete toolkit (ZIP)

Logos, guide, fonts, web tokens, and templates.

Brand guide (PDF)

Ten pages of usage rules.

Press copy pack (ZIP)

Reusable press copy plus the approved logos.

Get in touch

Press: press@cancerexplained.org
Partnerships: partnerships@cancerexplained.org

Reusable descriptions and organization facts are on the press page. Governance details are on the transparency page.