02 VOICE + IDENTITY

Brand Guidelines

Brand guidelines are clearly defined rules and standards that communicate how your brand should be represented to the world. They help ensure consistency and help demonstrate the company’s values, purpose, and vision.

Logo Guidelines

The HFA logo* is used in different forms and medias today. Our current logo is the “HFA” letters.

*Disclaimer: During Q4 of 2020, the HFA logo with the tagline “Creative Solutions, Meaningful Places” (CS,MP) began phasing out over a multi-year process.

To learn more about the phase out process for the logo as well as guidelines for logo usage and treatment visit our resource on the Knowledge Base.

Our Colors

PRIMARY COLOR | HFA ORANGE

Our HFA orange is a custom color created specifically for us! While the color is our signature color, it is suggested to be used throughout our materials as a highlight vs the dominant color.

ORANGE COLOR MEANING

Ideas

Energetic Creativity Fun Balance Thinking

COLOR CODES

Hex Code | #DC7926

R | 220 G | 121 B | 38

Friendly Strength Innovation Stimulating Inviting Vibrant

SECONDARY COLORS | SHADES

OF

Gray

Whenever able, any text used in printed materials or created content for digital use should be a darker shade of gray/black.

HFA BLACK

Hex Code | #19191A

R | 220 G | 121 B | 38

C | 10% M | 62% Y | 100% K | 1%

HFA DARK GREY

Hex Code | #323232

R | 50 G | 50 B | 50

C | 70% M | 63% Y | 62% K | 59%

C | 10% M | 62% Y | 100% K | 1%

Specialty Printing

There are specific requirements for the HFA orange when dealing with outside print jobs. You can find these specific color codes on the HelpDesk article linked below.

HFA LIGHT GREY

Hex Code | #AAACAE

R | 170 G | 172 B | 174

C | 35% M | 27% Y | 37% K | 0%

HFA WHITE

Hex Code | #F7F7F7

R | 247 G | 247 B | 247

C | 2% M | 1% Y | 1% K | 0%