26  |  HBAdvantage 2015  HBA advisory board challenges the HBA to ‘be more bold’ about how we address gender parity in our industry. “Go big. We are the group who can do it, should do it.” 2016  Initial discussions about evolving the entire brand to position the HBA as a Bold brand leader on gender parity  Q1 2017  Discovery and feedback sessions to discuss current brand challenges 1  |  Work begins on brand evolution, Q1 2017 Q2 2017 Q3 2017 6 Personality Our word cloud captures the essence of who we are. The size and weight relationships of the descriptive words here suggest the relative importance of each to our overall brand personality. When you’re developingbrandcommunicationmaterials,makesurethispersonality shines through. Credible Progressive Engaging Innovative Confident Smart Energetic Sophisticated Friendly Optimistic Dedicated Tech-savvy Intelligent Fresh Caring Established Resilient Contemporary Fast-paced Agile Visionary Young Inclusive Personable Brand Introduction The HBA Brand Personality Brand Promise Identity Key Audiences Core Messages — Visual Identity The Logo Logo Color Logo Secondary Color Clear Space Minimum Size Improper Usage Symbol Usage Color Palette Color Usage Gradient Usage Photography Primary Typeface Secondary Typeface Substitutions — Brand in Action Corporate Collateral Social Media Campaign/Event HBA Chapters HBA Affliate Programs Approved Logo Artwork Logo Color Usingthelogoconsistentlywillhelpbuildbrandstrength. TheHBAlogoshouldonlyappearinapprovedcolors,whichare limitedtoHBAPurple,HBATeal,andreversed. Thisguideprovidesspecificationsforcolorreproductionusing spotcolors,CMYKprocesscolor,RGB,andhexadecimalvalues. PREFERRED COLOR USE HBA PURPLE ON WHITE BACKGROUND REVERSED TO WHITE ON GRADIENT BACKGROUND Brand Introduction The HBA Brand Personality Brand Promise Identity Key Audiences Core Messages — Visual Identity The Logo Logo Color Logo Secondary Color Clear Space Minimum Size Improper Usage Symbol Usage Color Palette Color Usage Gradient Usage Photography Primary Typeface Secondary Typeface Substitutions — Brand in Action Corporate Collateral Social Media Campaign/Event HBA Chapters HBA Affliate Programs Approved Logo Artwork HBA Brand Style Guide TheHBAlogoshouldonlyappearinapprovedcolors,whichare limitedtoHBAPurple,HBATeal,andreversed. Thisguideprovidesspecificationsforcolorreproductionusing spotcolors,CMYKprocesscolor,RGB,andhexadecimalvalues. PREFERRED COLOR USE HBA PURPLE ON WHITE BACKGROUND REVERSED TO WHITE ON GRADIENT BACKGROUND REVERSED TO WHITE ON HBA PURPLE REVERSED TO WHITE ON PHOTOGRAPHY s rk Primary Typeface The primary HBA typeface is Tisa Pro. Tisa is a contemporary serif typefacewithprecise,openformsthatgiveitan approachableyetsophisticatedquality.TheTisaProfamilyis arobustonewithnumerousweights,styles,andcharacters, makingitsuitableforavarietyofusesandapplications. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*) 0123456789 ABCDEFGHIJKLMNOPQRSTUVWX abcdefghijklmnopqrstuvwxyz (.,:;?!@$&*) 0123456789 A united force for change. A united force for change. TISA PRO LIGHT TISA PRO LIGHT ITALIC Brand Introduction The HBA Brand Personality Brand Promise Identity Key Audiences Core Messages — Visual Identity The Logo Logo Color Logo Secondary Color Clear Space Minimum Size Improper Usage Symbol Usage Color Palette Color Usage Gradient Usage Photography Primary Typeface Secondary Typeface Substitutions — Brand in Action Corporate Collateral BEFORE AFTER 3 4 1 2 INCLUSION  |  PROFESSIONAL ENRICHMENT  |  BUSINESS GROWTH  |  RADICAL HOSPITALITY 1 Research revealed themes critical in positioning the new brand 2 Bold brand sneak peek at 2017 WOTY event 3 Brand elements come together and enhanced color palette 4 A look at collateral work in process 5 Photo shoot at Astellas 6 Official United Force for Change debut at 2017 Annual Conference and enhanced website introduced 7 Members get in on photo shoot at 2017 Annual Conference 8 Design production for HBA Now materials 9 “Voices of HBA” member video series debuts. 10 Bold brand integration completed at 2018 WOTY event Healthcare Businesswomen’s Association Brand Style Guide