HealthCare Partners Branding
HealthCare Partners is the largest Physician-owned Independent Health Care Practice Association in the Northeast, and growing fast. When HCP first contacted me, their branding consisted of the logo you see below, and not much else—there was no guidance to ensure consistency of any kind across branded materials. The results included the use of an infinite assortment of blues that changed from place to place, varying fonts and logo orientations—all of this made for an amateur look for the company. Our goal was to establish some guidelines for the brand so that everyone in the company could feel empowered to create what they need while representing HCP appropriately.
Logos
Our first order of business upon landing the client was to organize and set some standards around logo usage. It was the wild west when we took over, so we identified which logos were needed, made everything consistent, created a naming structure, produced the files and delivered to the internal marketing group for distribution.
Color Palette
While working on the logo assets, we developed the brand color palette as well. The original brand blue was a sort of reflex blue, which wasn’t great to look at and also a difficult to take ownership of. We explored some different options and landed on a Brand Blue for consumer (patient) communications, and Corporate Blue for business (provider / doctor) communications. Our logos use Brand Blue exclusively (unless 1-color black or white is required) and Corporate Blue is the dominant color for more formal communications and long-form text. Supplemental orange, red and green swatches were also identified for use as accent colors and for our iconography in particular. Each swatch has CMYK, RGB and Hex values and we selected Pantones for Brand Blue, Brand Mid-Blue and Corporate Blue.
| Brand Blue |
| Brand Mid-Blue |
| Brand Light-Blue |
| Corporate Blue |
| Dark Orange |
| Dark Red |
| Dark Green |
| Corp. Mid-Blue |
| Mid Orange |
| Mid Red |
| Mid Green |
| Corp. Light Blue |
| Light Orange |
| Light Red |
| Light Green |
Typography
Aileron Thin
Aileron Thin Italic
Aileron
Aileron Italic
Aileron Bold
Aileron Bold Italic
Aire Roman
Iconography
Corporate
Consumer
Photography
Doctors
Patients
Brand X Graphic
Our Brand X Graphic represents the intersection of doctor and patient. The design element is used as a recurring theme and has become an easily recognizable and crucial part of HCP branding.
