GRAPHIC IDENTITY STANDARDS

Transcription

1 GRAPHIC IDENTITY STANDARDS REVISED: MAY 2015

2 Table of Contents From business cards to websites to signage at ANI, HFMA s visual identity reflects and reinforces its overall identity as a strong, principled organization committed to sound financial management in health care. The purpose of these guidelines is to ensure that HFMA s visual identity is clearly and consistently applied across its communications, including HFMA chapters and affiliates. 3 HFMA Logo: Preferred Versions 4 HFMA Logo: Alternates 5 HFMA Logo: Legibility: Spacing around Logo 6 HFMA Logo: Legibility: Minimum Size 7 Color Palette: Core with logo 8 Color Palette: Extended 9 Incorrect Applications of the HFMA Logo 10 File Organization 11 Typography: Recommended 12 Typography: Alternative 13 Digital Standards: Typography 14 Digital Standards: Image Sizes 17 Stationery and Business Cards: Overview 18 Stationery and Business Forms: Letterhead 19 Stationery and Business Forms: Business Card and Envelope 20 Co-Branding 21 Chair s Theme 22 Chapters: Logos 29 About HFMA and Contact Information HFMA GRAPHIC IDENTITY STANDARDS

3 HFMA Logo PREFERRED VERSIONS The HFMA logo (defined as the initials plus the logotype) should always be used with the signature healthcare financial management association except where size limitations would make the words illegible (see page 4 for alternatives in those situations). Do not crowd the logo with other elements that will reduce visibility (see page 5 for guidance). Do not manipulate the artwork. V1. Version One For all usages where size is sufficient to ensure that the association name will be legible. hfma and healthcare are the same width V2. Version Two Substitute for Version 1 in cases where "healthcare financial management association" in Version 1 would be too small to be legible. HFMA GRAPHIC IDENTITY STANDARDS 3

4 HFMA Logo ALTERNATIVE VERSIONS These versions of the logo may be used in situations where size or space limitations make it impossible to use the preferred logo (shown on page 3). Do not crowd the logo with other elements that will reduce visibility (see page 5 for guidance). Do not manipulate the artwork. V3. Vertical with Signature To be used only in very limited circumstances where horizontal space is limited. V4. Horizontal with Signature For use when vertical space is limited e.g., on a pen or other small collateral V5. Vertical without Signature For very rare cases where space prohibits including the signature and horizontal space is limited. V6. Horizontal without Signature For very rare cases where space prohibits including the signature. HFMA GRAPHIC IDENTITY STANDARDS 4

5 HFMA Logo LEGIBILITY: SPACING AROUND LOGO Adequate spacing around the logo helps ensure its integrity and legibility, and gives it importance among other graphic elements. For all uses, make sure the logo is surrounded on all sides by space equivalent to the height of the h in hfma. No other type or imagery should be in this space. HFMA GRAPHIC IDENTITY STANDARDS 5

6 HFMA Logo LEGIBILITY: MINIMUM SIZE Preferred Versions: Size When using the preferred versions (see page 3), do not reduce the logo smaller than the examples shown below. Adequate sizing is critical whenever the logo is used. For online applications, where the overall communication is small and will appear in low resolution on computer monitors, Version Two shown at left is preferred; note that the signature has been enlarged in relationship to the symbol and acronym. V1. Version One width = 1.75" V2. Version Two width = 1.25" If horizontal or vertical space limitations make it impossible to use the preferred logos, the alternate versions shown at left may be used. If the combined logo and signature are too small to be legible, the logo may be used alone. Alternates: Size When selecting alternate versions (see page 4), do not reduce the logo smaller than the examples shown below. V3. Vertical with Signature width = 0.95" V4. Horizontal with Signature width = 2.0" V5. Vertical without Signature width = 0.3" V6. Horizontal without Signature width = 0.75" HFMA GRAPHIC IDENTITY STANDARDS 6

7 Color Palette CORE WITH LOGO Positive Ground Option One PMS 294 and PMS 144 Positive Ground Option Two Black Color is one of the most visceral tools a company can use in establishing its identity. The HFMA core color palette was chosen for contrast and flexibility. Warm orange (PMS 144) offers dual contrast against both light and dark grounds; a cool blue (PMS 294) provides contrast to the orange. The national organization s identity system is based on these two colors. Regions or chapters may choose from the extended palette (see page 8). Whenever only black or white can be used for the logo, all components should be the same color. Reverse Ground Option One Background: PMS 144 Reverse Ground Option Two Background: PMS 294 Non-Core Color Palette Options When core colors are not available, always reverse HFMA logo out of a full color field (do not place in a box). HFMA GRAPHIC IDENTITY STANDARDS 7

8 Color Palette EXTENDED Core Identity Palette PANTONE 144 PANTONE 294 PANTONE Process Black HFMA s core colors are used by the national organization. Recognizing the diversity of its membership, HFMA also offers a palette of options for regions and chapters to choose. C: 0 M: 47 Y: 100 K: 0 R: 255 G: 153 B: 0 FF9900 Secondary Palette PANTONE 143 C: 0 M: 30.5 Y: 83 K: 0 R: 255 G: 204 B: 51 FFCC33 PANTONE 187 C: 100 R: 0 M: 56 G: 102 Y: 0 B: 153 K: 18.5 PANTONE 647 C: 94 R: 51 M: 43 G: 102 Y: 0 B: 153 K: 38 PANTONE C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: Neutral Palette PANTONE 1205 C: 0 M: 0 Y: 27 K: 0 R: 255 G: 255 B: 204 FFFFCC PANTONE 451 PANTONE Cool Gray 11 This palette draws on the energy that comes from juxtaposing colors on opposite sides of the color wheel. Cool blues, representing confidence and maturity, are balanced with warm colors that communicate activity and energy. Combinations of these colors should be the primary options for expressing the organization s character. More neutral colors can be used to anchor a design and communicate textual information. The color spectrum to the left is an example of how this bold palette which avoids pastels, tints, and earth tones communicates the energy of HFMA and its members. C: 0 M: 91 Y: 72 K: 23.5 R: 153 G: 51 B: C: 6 M: 0 Y: 91 K: 0 R: 255 G: 255 B: 9 FFFF00 C: 34 M: 27.5 Y: 52 K: 0 R: 153 G: 153 B: C: 0 M: 0 Y: 0 K: 79 R: 102 G: 102 B: Tertiary Warm Palette Tertiary Cool Palette Dark Palette PANTONE 185 PANTONE Warm Red PANTONE Process Cyan PANTONE Process Blue PANTONE 188 C: 0 M: 93 Y: 79 K: 0 R: 228 G: 0 B: 43 E4002B C: 0 M: 83 Y: 80 K: 0 R: 249 G: 66 B: 58 F9423A C: 100 M: 0 Y: 0 K: 0 R: 0 G: 159 B: FDF C: 100 M: 13 Y: 1 K: 2 R: 0 G: 133 B: CA C: 0 M: 79 Y: 65 K: 47 R: 102 G: 51 B: PANTONE 165 PANTONE Yellow PANTONE 300 PANTONE 266 PANTONE 281 C: 0 M: 70 Y: 100 K: 0 R: 255 G: 103 B: 31 FF671F C: 0 M: 1 Y: 100 K: 0 R: 254 G: 221 B: 0 FEDD00 C: 99 M: 50 Y: 0 K: 0 R: 0 G: 94 B: EB8 C: 76 M: 90 Y: 0 K: 0 R: 117 G: 59 B: BBD C: 100 M: 72 Y: 0 K: 38 R: 0 G: 51 B: HFMA GRAPHIC IDENTITY STANDARDS 8

9 Incorrect Applications of the HFMA Logo Do not reverse out of lighter colors. Do not reposition the logo and logotype. To maintain the integrity of the HFMA logo, do not attempt to recreate, reposition, or substitute any of its elements or specified color combinations. All acceptable reproductions of the logo are outlined in this document. There are no circumstances where the logo should be recreated. Altering any part of the logo or misusing approved artwork will dilute its impact and undermine the consistent presentation of our brand image. The examples shown here illustrate some common mistakes in reproducing the logo that should be avoided. Do not crowd the logo within a tight box. Do not reverse orange and blue. Do not use yellow on white. Do not use non-standard colors. Do not scale the logo and logotype independently. Do not locate the logo on an active background which affects readability. HFMA GRAPHIC IDENTITY STANDARDS 9

10 File Organization Print Preferred V1. Version One.AI Files V1_4C.ai V1_K.ai V1_PMS.ai.BMP Files V1_K.bmp V1_RGB.bmp.EPS Files V1_4C.eps V1_K.eps V1_PMS.eps V2. Version Two.AI Files V2_4C.ai V2_K.ai V2_PMS.ai.BMP Files V2_K.bmp V2_RGB.bmp.EPS Files V2_4C.eps V2_K.eps V2_PMS.eps Alternates V3. Vertical with Signature.AI Files V3_4C.ai V3_K.ai V3_PMS.ai.BMP Files V3_K.bmp V3_RGB.bmp.EPS Files V3_4C.eps V3_K.eps V3_PMS.eps V4. Horizontal with Signature.AI Files V4_4C.ai V4_K.ai V4_PMS.ai.BMP Files V4_K.bmp V4_RGB.bmp.EPS Files V4_4C.eps V4_K.eps V4_PMS.eps V5. Vertical without Signature.AI Files V5_4C.ai V5_K.ai V5_PMS.ai.BMP Files V5_K.bmp V5_RGB.bmp.EPS Files V5_4C.eps V5_K.eps V5_PMS.eps V6. Horizontal without Signature.AI Files V6_4C.ai V6_K.ai V6_PMS.ai.BMP Files V6_K.bmp V5_RGB.bmp.EPS Files V6_4C.eps V6_K.eps V6_PMS.eps Logo files, named and organized based on their usage, along with descriptions of file formats are available by request. See page 29 for contact information. Digital Preferred Alternates V1. Version One. JPG Files V1_RGB.jpg V2. Version Two.JPG Files V2_RGB.jpg V3. Vertical with Signature. JPG Files V3_RGB.jpg V4. Horizontal with Signature.JPG Files V4_RGB.jpg V5. Vertical without Signature.JPG Files V5_RGB.jpg V6. Horizontal without Signature.JPG Files V6_RGB.jpg HFMA GRAPHIC IDENTITY STANDARDS 10

11 Typography RECOMMENDED NOBEL ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz Typography is a major element of brand identity. HFMA uses two complementary typefaces: Nobel: for main headings and accent typography. Note that this is a multiple master font (i.e., weights and widths can be customized). Filosofia: for text, in regular weight only, with italics for emphasis. Both Nobel and Filosofia can be ordered for Mac and Windows at and FILOSOFIA ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz HFMA GRAPHIC IDENTITY STANDARDS 11

12 Typography ALTERNATIVE FUTURA ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz If the typefaces suggested on page 11 are unavailable, acceptable alternatives are: Futura: for main headings and accent typography Times New Roman: for text, in regular weight only, with italics for emphasis. These common typefaces are readily available for all platforms. TIMES NEW ROMAN ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz HFMA GRAPHIC IDENTITY STANDARDS 12

13 Digital Standards for hfma.org TYPOGRAPHY ARIAL ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz HFMA s website, hfma.org, uses a responsive design that accommodates mobile devices and desktops in portrait and landscape views. These guidelines ensure consistency in design and user experience. Arial: primarily for digital use, such as websites and e-newsletters. Crimson-Roman: used for graphics text, in various weights and sizes. Serif: used for regular text and all non-graphic elements in various weights and sizes. Various operating systems and browsers have different default serif typefaces. Times New Roman is displayed here as an example because it is the default serif font for Google Chrome. CRIMSON-ROMAN ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz HFMA GRAPHIC IDENTITY STANDARDS 13

14 Digital Standards IMAGE SIZES (.jpg formats preferred) Dropdown Mega Menu Large 380 x 215px Homepage Carousel 308 x 170px Dropdown Mega Menu Small 216 x 114px Magazine header 940 x 215px HFMA GRAPHIC IDENTITY STANDARDS 14

15 Digital Standards IMAGE SIZES (.jpg formats preferred) Sponsor Block no wider than 300px Transparent.gif files are preferred for sponsor logos. Special Topic x 300px Image in Article: Portrait 180 x 240px Special Topic x 320px HFMA GRAPHIC IDENTITY STANDARDS 15

16 Digital Standards IMAGE SIZES (.jpg formats preferred) Seminars Template 580 x 150px Peer Review Products Logos width no greater than 225px Newsletter Template 460 x 215px HFMA GRAPHIC IDENTITY STANDARDS 16

17 Letterhead 8.5"w x 11.0"h Stationery and Business Cards OVERVIEW Stationery and business cards should follow the format shown, using the specs on pages Jay Keltner Director, Membership and Marketing Three Westbrook Corporate Center, Suite 600 Westchester, Illinois jkeltner@hfma.org hfma.org Business card 3.5"w x 2.0"h Three Westbrook Corporate Center, Suite 600 Westchester, Illinois hfma.org Envelope 9.5"w x 4.125"h HFMA GRAPHIC IDENTITY STANDARDS 17

18 0.5" 2.0" Stationery and Business Cards LETTERHEAD 0.5" 0.375" Three Westbrook Corporate Center, Suite 600 Westchester, Illinois hfma.org 0.5" Letterhead 8.5"w x 11.0"h HFMA GRAPHIC IDENTITY STANDARDS 18

19 Stationery and Business Cards BUSINESS CARD AND ENVELOPE Three Westbrook Corporate Center, Suite 600, Westchester, Illinois " 1.0" 0.5" 1.25" 1.375" #10 Commercial Envelope 9.5"w x 4.125"h Jay Keltner Director, Membership and Marketing Three Westbrook Corporate Center, Suite 600 Westchester, Illinois jkeltner@hfma.org hfma.org Business card 3.5"w x 2.0"h HFMA GRAPHIC IDENTITY STANDARDS 19

20 Co-Branding The other brand must fit within this vertical space. When HFMA collaborates with other organizations, initiatives are often co-branded, with the HFMA logo appearing in proximity to other organizations identities. In such cases, the HFMA identity must remain distinct, and should be given the appropriate priority in relation to other identities. See the example at left for guidelines. The HFMA logo should not be used on third-party websites, unless the organization is an HFMA sponsor. HFMA GRAPHIC IDENTITY STANDARDS 20

21 Chair s Theme The Chair s theme reflects the big ideas driving the organization during the Chair s term in office. The theme design is used for events, such as HFMA's Leadership Training Conference (LTC), and in graphics accompanying speeches by the Chair or referencing the theme itself. Chair's Logo PMS 281, PMS 187, PMS 144 and PMS 661 See left for an example of a Chair s theme, and for mistakes to avoid in using the theme design. Do not use the theme as part of the logo. Do not change the colors, size or configuration. HFMA GRAPHIC IDENTITY STANDARDS 21

22 Chapters LOGOS Logos for regions and chapters should be consistent with the HFMA logo, but can draw on the extended color palette presented on page 8. CV1. Chapter Logo without Signature For very rare cases where space prohibits including the signature. CV2. Chapter Logo with Signature For all usages where size is sufficient to ensure that the association name will be legible. HFMA GRAPHIC IDENTITY STANDARDS 22

23 Chapters LOGOS HFMA GRAPHIC IDENTITY STANDARDS 23

24 Chapters LOGOS HFMA GRAPHIC IDENTITY STANDARDS 24

25 Chapters LOGOS HFMA GRAPHIC IDENTITY STANDARDS 25

26 Chapters LOGOS HFMA GRAPHIC IDENTITY STANDARDS 26

27 Chapters LOGOS HFMA GRAPHIC IDENTITY STANDARDS 27

28 Chapters LOGOS HFMA GRAPHIC IDENTITY STANDARDS 28

29 About HFMA With more than 40,000 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. We help healthcare stakeholders achieve optimal results by creating and providing education, analysis, and practical tools and solutions. Our mission is to lead the financial management of health care. Learn more at hfma.org Contact Information If you have any questions regarding the use of the HFMA identity or need additional information or artwork, please contact HFMA s Marketing Department, HFMA (4362), extension 323 Healthcare Financial Management Association Three Westbrook Corporate Center, Suite 600 Westchester, Illinois REVISED: MAY 2015 BY: PAGLIUCO DESIGN COMPANY HFMA GRAPHIC IDENTITY STANDARDS 29