July 2018 V1-01 Brand Identity Standards CHAPTER EDITION

Transcription

1 July 2018 V1-01 Brand Identity Standards CHAPTER EDITION

2 BEING WHO WE ARE IS UP TO US. An important strategic component of the HFMA brand is our corporate logo, and the purpose of this document is to help promote consistent application of the logo and visual standards. These guidelines create a framework to ensure consistency across the channels which make up HFMA s organizational identity; in other words, our brand. These guidelines contain the basic information necessary for maintaining a consistent visual style for the Association s chapters, and its affiliates. The look of HFMA is a reflection of our principles and commitment to the healthcare financial management profession. HFMA Chapter/Region Logo 1 Color Palette 2 Color Usage 3 Incorrect Applications of the Logo 4 Typography 5 Applications Stationery 6 Promo Items 7 Social Media/Mobile Apps 8 Website 9 Questions 10

3 Our Logo The logo consists of the HFMA logo mark and the chapter or region name. LOGO For all usages. Space to shine. Whether applying the logo to print applications or new media, space around the logo will help maintain integrity and legibility. The clear space gives the logo importance in situations where it exists among other graphic elements. It is important to be conscious of the amount of space and to keep it clear of other elements. LOGO SAFE SPACE When using any version of the logo, make sure that there is at least space equivalent to the height of one h in hfma, on all sides of the logo. Do not allow type or imagery to exist inside of this space. Not too small, please. The logo will be used in a variety of applications: banners, brochures, websites, social media (see page 8), etc. Adequate sizing is critical to maintain legibility. 1 /3 INCH, or 50 PIXELS LOGO MINIMUM SIZE Do not reduce the size of the logo smaller than the above examples. HFMA BRAND IDENTITY STANDARDS CHAPTER EDITION V1:01 1

4 Color Palette PRIMARY PMS 294C PMS 2995C C 100 C 73 M 90 M 16 Y 30 Y 00 K 18 K 00 R 00 R 00 G 46 G 167 B 109 B 255 #002E6D #00A7E1 SPOT PROCESS While the national organization will use an identity system based on the two core colors palettes, regions and chapters are limited to the colors specified in this document. Keep it focused. The primary colors are PMS 294C and 2995C. These colors are balanced in terms of saturation. The differ in value to maintain contrast across background colors. The HFMA logo may appear only in the primary colors (see page 3). These colors may be reproduced with spot or process inks. SECONDARY There s plenty of room. The secondary colors provide muted selections that extend across the color wheel from blue to yellow. C 88 M 44 Y 26 K 03 R 5 G 119 B 154 #05779A C 80 C 40 M 19 M 00 Y 50 Y 60 K 01 K 00 R 28 R 158 G 153 G 208 B 141 B 138 #1C998D #9ED08A NEUTRAL or C 02 M 00 Y 59 K 00 R 254 G 242 B 134 #FDF286 PROCESS The neutral colors scale in value while maintaining their cool hue. C 10 M 04 Y 04 K 00 C 22 M 10 Y 09 K 00 C 60 M 46 Y 42 K 10 C 00 M 00 Y 00 K 100 R 226 G 232 B 236 R 196 G 211 B 219 R 110 G 119 B 126 R 00 G 00 B 00 #E2E8EC #C4D3DB #6E777E # HFMA BRAND IDENTITY STANDARDS CHAPTER EDITION V1:01 2

5 Color Usage central ohio chapter PRIMARY DARK BLUE The HFMA logo may appear only in the following colors: Primary Dark Blue Primary Light Blue Black Knockout (white) Off Brand Background Colors: Use either knockout or black versions of the logo when placing over a color that is not within the HFMA color palette. Discretion should be applied to maintain contrast and legibility. central new york chapter PRIMARY LIGHT BLUE central new york chapter BLACK region 2 region 3 KNOCKOUT OFF BRAND BACKGROUND COLOR KNOCKOUT OFF BRAND BACKGROUND COLOR BLACK HFMA BRAND IDENTITY STANDARDS CHAPTER EDITION V1:01 3

6 Incorrect Applications LOGO ANOTHER LOGO IS WITHIN CLEAR SPACE. BOUNDING BOX IS TOO TIGHT. A picture says a lot. Brand integrity is critical in maintaining unity and limiting confusion across channels. The positioning anbd relationship of the graphical elements is prescriptive and purposeful. CROWDING CONTAINMENT Here you will find the most common mistakes that should be avoided. BACKGROUND PATTERN IS NOT ALLOWED. BACKGROUND PATTERN DO NOT ALTER LOGO ART DO NOT ROTATE. ORIENTATION DISMEMBER NOT ENOUGH CONTRAST. LOGO COLOR IS NOT IN PALETTE LOW CONTRAST OUT OF PALETTE HFMA BRAND IDENTITY STANDARDS CHAPTER EDITION V1:01 4

7 Typography Nobel Lite Regular Lite Italic Regular Italic Book Bold Book Italic Bold Italic The letters shape matters. Typography is a major asset to any identity and branding initiative. HFMA uses two typefaces, Nobel and Filosofia, which work well with each other yet have different functions. Nobel is a strong sans-serif typeface that has four weights that are included in our identity: Light, Book, Regular, and Bold. This family of typefaces should be used for all typography. Filosophia is reserved for HFMA sub-brand logos. Its usage outside of that function dilutes the brand identity. It is not to be used outside of corporate communications. Licensing Font usage is controlled via licensing. If the Nobel font is not available, Arial or Helvetica may be substituted. Filosophia The Filosophia font is reserved for HFMA sub-brand logos. HFMA BRAND IDENTITY STANDARDS CHAPTER EDITION V1:01 5

8 Applications LETTERHEAD florida chapter Date d ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur. Lorem ipsum dolor sit amet, consectetur adipiscing elit: Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur. JUt enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur. Sincerely, BUSINESS CARD janesmith@address.com JANE SMITH Title florida chapter Lead. Solve. Grow. hfma.org OPTIONAL 2ND SIDE P.O. Box City, ST floridahfma.org Stationery The stationery system consists of a letterhead, business card, and #10 envelope. It includes the HFMA Chapter logo and contact information. It also contains the HMFA web address. The business card may include a second side that contains the HFMA tagline and web address. Jane Smith P.O. Box Title, Chapter Name, City, ST jsmith@address.com florida chapter floridahfma.org hfma.org floridahfma.org hfma.org #10 ENVELOPE HFMA BRAND IDENTITY STANDARDS CHAPTER EDITION V1:01 6

9 Applications (CONT.) Promotional Items The HFMA Chapter branding may be applied to various promotional items. It is critical to adhere to the graphic standards specified in this document. It is also important to consider the context of the item. What the branding is applied to will affect the brand s message. florida chapter If you have a question about a specific item, please contact HFMA (see page 10). florida chapter TSHIRT MUG HFMA BRAND IDENTITY STANDARDS CHAPTER EDITION V1:01 7

10 Applications (CONT.) Social Media Social media channels provide a limited space for individual branding. HFMA Chapters should use the HFMA Corporate logo. This will provide strength and unity across the social spectrum. PROFILE ICONS SOCIAL CHANNELS Mobile Apps Mobile apps can also provide an opportunity for branding. The scalable nature of mobile apps limits the amount of direction this document can provide. When developing a mobile app, it is critical to adhere to the guidelines specified in this document. If you have a question about a specific application, please contact HFMA (see page 10). HFMA BRAND IDENTITY STANDARDS CHAPTER EDITION V1:01 8

11 Applications (CONT.) Chapter Websites Chapter websites offer valuable information. They are key elements of the HFMA family. Each chapter is unique in its offerings. However, it is important to present a unified brand across multiple chapters. When applying new HFMA branding to your chapter website, please adhere to the guidelines specified in this document. If you have a question about a specific application, please contact HFMA (see page 10). HFMA COLORADO CHAPTER WEBSITE HFMA BRAND IDENTITY STANDARDS CHAPTER EDITION V1:01 9

12 Questions? What about this? If you have any questions regarding the use of the HFMA identity or need additional information or artwork, please contact HFMA. Chapter Relations HFMA Marketing Membership Manager HFMA BRAND IDENTITY STANDARDS CHAPTER EDITION V1:01 10

13 ABOUT HFMA hfma.org With 38,000 members, the Healthcare Financial Management Association (HFMA) is the nation s premier membership organization for healthcare finance leaders. HFMA builds and supports coalitions with other healthcare associations and industry groups to achieve consensus on solutions for the challenges the U.S. healthcare system faces today. Working with a broad cross-section of stakeholders, HFMA identifies gaps throughout the healthcare delivery system and bridges them through the establishment and sharing of knowledge and best practices. It helps healthcare stakeholders achieve optimal results by creating and providing education, analysis, and practical tools and solutions. HFMA s mission is to lead the financial management of health care. PUBLISHED BY: Healthcare Financial Management Association 3 Westbrook Corporate Center, Suite 600 Westchester, Illinois Copyright 2018 Healthcare Financial Management Association All rights reserved.