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HFMA
Branding Document
 Contents

One hundred years ago, it was easy for a simple logo to communicate the 3 Healthcare beyond the numbers
scope of a company's services. A cobbler could use the image of a shoe, or
a dentist could use the image of a tooth with great communicative success. 4 Uniting reality and perception
As companies and organizations have grown and expanded their focus, it
has become impossible to sum up the range of their endeavors with a simple 5 Looking inside. Looking forward
picture. This is especially evident when describing complex subject matters
like intellectual capital, technological and financial systems, and abstract 6 Elements of the system
emotional characteristics, like caring.

The purpose of this document is to promote understanding of the more 8 Changing the tone
subjective and abstract attributes that make up HFMA's organizational
identity; in other words, its brand. This document helps us set the stage 9 Image is everything
for communicating our desired character through color, type, and imagery.
Actually being who we say we are is up to us.
10 A unique type of character
An important strategic component of our brand is our corporate logo,
and to help promote consistent application of the logo and other visual 11 The road ahead
standards, a separate document with detailed guidelines will be provided.
 Healthcare beyond the numbers

Financial managers are in a unique position.

At the center of every healthcare organiza-
tion, they respond to current demands,
anticipate change, and develop strategies
that ensure long-term viability. HFMA unites
financial managers around common goals
while recognizing the unique challenges
that each member faces in managing
complex issues.

We foster excellence by delivering informa-

tion and support that allows each member to
excel. It is our nature to adapt and respond,
™ remaining in front of critical issues and
advocating best practices, clarifying the
opportunities and engaging leaders in
the industry.

The look of HFMA is a reflection of our

principles and commitment to the healthcare
financial management profession.

HFMA Branding Document: Healthcare beyond the numbers 3

 Uniting reality and perception

The HFMA brand will be expressed in

Distant
positive words and messages, and by
Disconnected Trite images that convey the real nature of our
Indecisive Uncaring purpose, our value, and our processes.

The first step in articulating our brand is

to define those attributes that hurt our
image within our marketplace. We are not:
Reactive, Disconnected, Uncertain, Rigid,
Complicated, Apprehensive, Uncaring.

While representing our organization

visually, misconceptions may be created
by promotional and informational images
that are cluttered, complex, and distant.

Rigid
Uncaring
Complex

Complicated
Disconnected

HFMA Branding Document: Uniting reality and perception 4

 WE ARE Looking inside. Looking forward.

Expert Our brand strategy has been developed

through introspection and projection—
looking forward to create a compelling and
enduring message. Through discussions
Clear with HFMA members at many levels of pro-
fessional experience and organizational
involvement, we know both who we are
Value-Driven and what we strive to be.

More than understanding HFMA as an

organization, we also recognize the qualities
Agile of those individuals who shape, guide, and
lead HFMA. We are: Expert, Value-Driven,
Agile, Forward-Thinking, Clear, Concerned,

Concerned Confident, Together, Energetic, Innovative.

At every opportunity to communicate or

connect, we reflect on these brand attributes.
Forward-Thinking They can be a continual reminder of what
we strive to be.

Together
Confident
Energetic
Innovative

HFMA Branding Document: Looking inside. Looking forward 5

 Elements of the system
Logotype: Form for the future

Our logotype is a symbol that triggers

important and immediate recognition of
HFMA. The mark itself does not contain
literal meaning to express everything that
Logotype Identity Brand HFMA as an organization is, but over time,
it comes to embody those positive attributes
of the larger organization.

The lowercase treatment of the hfma

acronym creates an informal identity that
is not rigid or inflexible. It creates a casual
and therefore inclusive feeling. The rounded
letterforms are friendly, supportive
and approachable.

HFMA Branding Document: Logotype 6

 Elements of the system
Symbol: A reminder of our purpose

Our symbol stands for the qualities of HFMA.

It is the banner that flies in advance of all
the members that collectively make up the
organization. In communication, it provides
context; reminding the audience of the
organization’s purpose and mission.

Our current symbol shares the shape and

form of the previous mark but there are
significant refinements. The lines are thin
and refined, and in relation to the white
space, help to create a light, open form.
The corners are rounded, consistent with the
tone of the logotype and with HFMA’s
brand characteristics.

The placement, above the logotype, activates

the symbol in a very dynamic way, expressing
energy and upward movement.

southern california chapter

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HFMA Branding Document: Symbol 7

 Extended Color Palette
Neutral Palette
This color palette was devised to take advantage of the energy that
Core Identity Palette
occurs when colors on the opposite sides of the color wheel are
juxtaposed. Cool blues, representative of confidence and
maturity, are balanced with warm colors that communicate activi-
PANTONE 1205 PANTONE 451 PANTONE Cool Gray 11 PANTONE Process Black
ty and energy.

C: 0 R: 255 Hex# C: 34 R: 153 Hex# C: 0 R: 102 Hex# C: 0 R: 0 Hex# Instead of prescribing one or two specific colors to represent this
M: 0 G: 255 FFFFCC M: 27.5 G: 153 999966 M: 0 G: 102 666666 M: 0 G: 0 000000 diverse organization, a palette of options has been developed.
Y: 27 B: 204 Y: 51 B: 102 Y: 0 B: 102 Y: 0 B: 20 More neutral colors can be used to “anchor” a design and com-
K: 0 K: 0 K: 79 K: 100
municate textual information. A combination of warm and cool
colors from the palette should be used predominately to visually
express the organization’s character, while a number of other col-
ors may be used as accents. The color spectrum below is an exam-
ple of how this bold palette—which avoids pastels, tints, and earth
tones—communicates the energetic nature of HFMA members.
PANTONE 3945 PANTONE 143 PANTONE 144 PANTONE 294
While the organization will use an identity system based on two
C: 6 R: 255 Hex# C: 0 R: 255 Hex# C: 0 R: 255 Hex# C: 100 R: 0 Hex#
M: 0 G: 255 FFFF00 M: 30.5 G: 204 FFCC33 M: 47 G: 153 FF9900 M: 56 G: 102 006699
core colors from this palette, regions and chapters may wish to
Y: 91 B: 0 Y: 83 B: 51 Y: 100 B: 0 Y: 0 B: 153 choose their own unique warm/cool color combinations.
K: 0 K: 0 K: 0 K: 18.5

PMS 185 Warm Red PMS 165 PMS Yellow Cyan Process PMS 300 PMS 266
Blue

Warm Cool
PANTONE 187 PANTONE 647

C: 0 R: 153 Hex# C: 94 R: 51 Hex#

M: 91 G: 51 993333 M: 43 G: 102 336699
Y: 72 B: 51 Y: 0 B: 153
K: 23.5 K: 38
Secondary Palette

expert value-driven clear together concerned

PANTONE 188 PANTONE 281

C: 0 R: 102 Hex# C: 100 R: 0 Hex#

M: 79 G: 51 663333 M: 72 G: 51 003366
Y: 65 B: 51 Y: 0 B: 102
K: 47 K: 38
Dark Palette

energetic agile confident innovative forward-thinking

Image is everything

There are many opportunities to present

images to express ideas, explain concepts,
and support written communication. Our
system calls for images that build our brand
and reveal the character and value of finan-
cial management.

Specifically, we want to be authentic. No

staged sentimentality. No generic, stock
images that project "stock" solutions. Our
emphasis will be less on technology and
more on people using technology to facilitate
real solutions.

Complex images attempt to convey the

complex nature of the economic climate or
of the financial management industry. This
kind of visual complexity often accentuates a
sense of discomfort and confusion. We strive
to eliminate the clutter and provide clarity,
confidence, and reassurance through the
use of imagery.

HFMA Branding Document: Image is everything 9

 NOBEL A unique type of character

ABCDEFGHIJKLM
To reflect the strong, simple attributes of
NOPQRSTUVWXYZ our brand’s identity, we will be using two
different but harmonious typeface families,
Filosofia and Nobel. Filosofia is a “serif”
Forward-Thinking
Agile
abcdefghijklm face (with small extenders on the ends of
the letters), while Nobel is a “sans-serif”
Clear
Energetic
nopqrstuvwxyz (no extenders). They work well together
because both are based on similar geometry
and proportions. At the same time, the com-

1234567890 bination provides contrast and integration,

a range of formality levels, and maximum
flexibility and consistency.

The suggested typefaces, Nobel and Filosofia,

may be ordered for Macintosh and Windows
FILOSOFIA through Fontbureau and Emigre. If the sug-
gested typefaces are not available, alternative

ABCDEFGHIJKLM typefaces, Futura and Times New Roman,

may be used.

NOPQRSTUVWXYZ
Expert
Confident
abcdefghijklm
Value-Driven
Concerned
nopqrstuvwxyz
1234567890

HFMA Branding Document: A unique type of character 10

 The road ahead

The brand-building tools presented in this

Our vision is document will be a cornerstone to HFMA in

the future. We all contribute to building
equity in our brand. By applying our identity

to be an indispensable system consistently and advocating for the

character goals of our brand in all communi-
cation, we nurture a valuable asset and fulfill
our potential as a vital and responsive organ-

resource for healthcare ization. Build the brand, build success.

finance professionals.

HFMA Branding Document: The road ahead 11