CODESMART / BRAND GUIDELINES

TM

TM

VERSION 02

Last updated: March 2014

CONTENTS.

This is a guide to the basic elements that make up the CodeSmart Brand Identity.

03

what’s a brand?

06 CodeSmart logo 09 brand extention 11

minimum size

12 clear space 13

logo placement

15 misuse 16

graphic elements

19 typefaces 23 color palette 25

house style

27 examples

02

-

WHAT’S A BRAND?

More than a name or a logo on a page. And more, ultimately, than what that page contains.

The guidelines that govern all communications for CodeSmart products and services are part of a much larger effort - to build awareness, understanding and preference for the brand in markets in which we compete.

To build a brand that endures.

Building an enduring brand.

A brand is a shorthand representation, often communicated in a single word or symbol, of everything a company is, does and stands for. That representation can be seen most clearly in promotional messages and in the quality of a customer’s experience is using and trusting CodeSmart.

03

BUILDING AN ENDURING BRAND. A brand’s representation communicates other, less obvious aspects of the brand that are just as important. A clear promise, for example, that is important and memorable to customers.

A distinctive, recognizable personality that is inseparable from the brand itself, informing not only advertising and communications but behavior as well.

CodeSmart Brand Achieving the goal of an enduring brand requires a conscious, coordinated, consistent approach to communications and behavior.

The approach is based on the understanding that every choice and every decision, not advertising or collateral alone, communicates something to someone about the CodeSmart brand.

04

-

CONSISTENCY IS EVERYTHING.

When the brand’s messages are delivered within a consistent framework and reinforce the brand’s promise and personality, their impact can be leveraged to boost awareness and heighten brand recognition and preference.

Promotional dollars work twice as hard, serving short-term sales goals as well as long-term objective for the brand.

05

TM

CODESMART LOGO.

The CodeSmart logo should be reproduced in full color whenever possible.

TM

Color Reproduction White is the most effective background on which to reproduce the full color logo because it provides a clean, crisp contrast for the logo’s color and elements.

For specific color values to use when reproducing the logo (Spot or Pantone, 4-color process, RGB), refer to the Color Palette section on page 22.

07

CODESMART GROUP.

The CodeSmart Group Logo consists of two elements, the C symbol and the Codesmart Group wordmark.

C Symbol

Codesmart Group Wordmark

TM

Codesmart Group Logo

Positioning The CodeSmart Logos are a unique pieces of artwork.

The proportion and arrangement of the symbol and wordmark have been specifically determined.

When reversing out of a solid background reproduce GROUP in 20% Black.

08

BRAND EXTENTION.

TM

TM

TM

Digital Artwork The logos should never be typeset, recreated or altered, which could cause inconsistencies that dilute the impact of the brand’s power.

To maintain consistent use and ensure the integrity of the logos, use only approved electronic files, available from CodeSmartgroup.com.

09

BRAND EXTENTION.

TM

TM

TM

10

MINIMUM SIZE.

The CodeSmart Logos retain their visual strength in a wide range of sizes.

1.5”

TM

TM

TM

TM

Codesmart Logo 1.5” When the logo is reproduced in print too small, it is no longer legible and its impact is diminished.

The minimum size of the logo for print is determined by the width of the CodeSmart Logo, which should not be reproduced in a size smaller than 1.75” in width.

11

CLEAR SPACE.

To preserve the CodeSmart logo’s integrity, always maintain a minimum clear space around the logo.

TM

TM

TM

TM

The Codesmart Logos The minimum clear space for the CodeSmart Logos is defined by the height of the Symbols. This clear space isolates the logo from competing graphic elements such as other logos and copy that may divert attention. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

12

LOGO PLACEMENT.

Consistent placement in location on communication materials helps build awareness of the CodeSmart brand.

TM

Preferred Placement Whenever possible, the CodeSmart logo should appear in the lower left-hand corner, in full color. The Clear space from the bottom and left edge is equal to the height of the Symbols, as illustrated in the diagram.

13

LOGO PLACEMENT.

TM

Secondary Placement If the logo cannot be placed in the lower left corner, an acceptable alternative placement is the top left corner.

Be sure to maintain the same amount of clear space from the top and left edges.

14

LOGO MISUSE.

Incorrect use of the CodeSmart Logos compromises their integrity and effectiveness.

TM

TM

Don’t stretch the logo disproportionately.

Don’t change the color of the logo.

CODESMART GROUP Don’t remove the Trademark TM from the logo.

Don’t typeset the wordmark.

TM

TM

TM

TM

Don’t change the proportions of the logo elements.

Don’t rearange elements of the logo.

Incorrect usage The examples of the logo misuse above are not comprehensive; they are only a small sample of possible misuses of the CodeSmart Logos.

15

LOGO MISUSE.

TM

Never use the symbol on it’s own.

Never combine the symbols.

TM

TM

Never change the shape of the symbol.

Never combine the wordmarks.

TM

TM

Don’t rearange elements of the logo.

Don’t put the wordmark on one line.

Correct usage To ensure accurate, consistent reproduction of the CodeSmart logos, never alter, add to, or attempt to recreate it. Always use the approved digital artwork, available from CodesmartGroup.com.

16

TM

TM

ARROWS LEAD VISUAL.

The Arrows lead visual can be used accross all CodeSmart Group marketing communications.

Full color When applying the Arrows lead visual always keep in mind which market segment a design is meant to communicate with, and apply the housestyle to create the most effective application possible.

Remember, these are guidelines, not adamant rules.

18

HEADLINES.

Custom font provide a consistent, unified look in the CodeSmart brand’s use of typography.

CUSTOM CODESMART FONT All the letterforms all symmetrical and square.

Your own custom code.

Use this custom font where possible for advertising and brochure covers in CodeSmart Tan color.

19

HEADLINES.

ABCDEFG HIJKLMN OPQRSTU VWXY Z AVENIR BLACK ALL CAPS Avenir san serif characters are simple yet distinctive which supports the straightforward, no-nonsense attitude of the CodeSmart brand.

Use Avenir Black in all caps where possible for headliness in CodeSmart Blue color.

20

SUBHEADS.

AaBbCcDdEeFf GgHhIiJKkLl MmNnOoPpQq RrSsTtUuVvWw XxYyZz ARCHER SEMI BOLD Compliments Avener bold very well.

Archer is a modern serif font great for subheads.

Use Archer Semi Bold in CodeSmart Blue.

21

TEXT.

AaBbCcDdEeFf GgHhIiJKkLl MmNnOoPpQq RrSsTtUuVvWw XxYyZz HELVETICA FAMILY Use the Helvetica family of fonts for all other text in CodeSmart Grey (60% Black) as shown here.

For MS Documents, if you can’t install Helvetica, use Century Gothic.

22

PRIMARY COLOR PALETTE.

The primary color palette consists of CodeSmart Blue, Dark Blue, Tan and Orange.

These colors can be applied across all CodeSmart communication: headlines, subheads and text.

Blue

Dark Blue

Tan

Orange

Pantone 2925 C

Pantone 2955 C

Pantone 7528 C

Pantone 166 C

CMYK 85/21/0/0

CMYK 100/60/10/53

CMYK 5/10/17/16

CMYK0/76/100/0

RGB 0/156/222

RGB 0/56/101

RGB 197/185/172

RGB 227/82/5

HTML #009CDE

HTML #003865

HTML #C5B9AC

HTML #E35205

Color Table These colors are equivalent to the PANTONE color values cited in the table, the standards for which may be found in the current edition edition of the PANTONE Color Formula Guide.

For 4-color printing, refer to the CMYK values shown here.

For on-screen and web applications (PowerPoint, video, broadcast, web sites, intranets, extranets), refer to the RGB/HEX values specified.

23

SECONDARY COLOR PALETTE.

The secondary color palette consists of CodeSmart Light Grey, Dark Grey, Black and White.

Light grey

Dark Grey

Black

White

20% Black

60% Black

100% Black

White

CMYK 0/0/0/20

CMYK 0/0/0/60

CMYK 0/0/0/100

CMYK 0/0/0/0

Please Note The colors shown throughout this manual have not been evaluated by PANTONE, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE is a registered trademark for PANTONE, Inc. Variations in color may occur, but try to match the CodeSmart color palette as closely as possible. For 4-color printing, use the CMYK values as a beginning reference. Print venders may have their own values and formulas for matching PANTONE colors in 4-color process, but the goal should always be to match the PANTONE standard of the CodeSmart color palette. Color variations may also occur on-screen as a results of different screen calibrations and/or software applications being used.

24

TM

HOUSESTYLE.

The CodeSmart brand’s graphic style is a flexible system of elements that visually represent immediate access to the flow of information.

To provide flexibility when designing communications any of the five graphic elements may be used in combination on layouts:

1 2 3 4 5

CodeSmart Logos CodeSmart Fonts Arrows Lead Visual Curved Corners Orange Diamond

Distinctive and effective Aways keep in mind which market segment a design is meant to communicate with, and apply the housestyle to create the most effective application possible.

Remember, these are guidelines, not adamant rules.

26

EXAMPLE 01.

Physicians Flyer.

Font Custom

4

Curved Corners

2

Font Archer semibold

5

Orange Diamond

2

TM

Font Avenir all caps

2

Arrows Lead Visual

3

ICD-10 TRANSITION MADE EASY.

Without Disrupting Your Revenue Cycle.

ICD- 1 O

EDUCATION

ANYTIME TM

1

800-806-0763 CodeSmartgroup.com

ANYWHERE

CodeSmart Logo

27

EXAMPLE 02.

E-Newsletter front cover.

Font Custom

Curved Corners

2

Font Avenir all caps

2

NEWSLETTER VOLUME 01 Codesmartgroup.com

TM

1

28

4

CodeSmart Logo

DECEMBER 2013

EXAMPLE 03.

CDI Smart Brochure front cover.

Font Custom

2

Font Avenir all caps

2

Arrows Lead Visual

3

CREATED BY CLINICIANS FOR CLINICIANS.

Designed to handle all your CDI program

workflow processes, tracking & reporting functions.

AFFORDABLE

WEB BASED SUBSCRIPTION

SERVICE

1

2

Font Archer semibold

5

Orange Diamond

CDI Smart Logo

29

EXAMPLE 04.

CDI Smart Brochure back cover.

Font Avenir all caps

2

THE CODESMART CODESMART GROUP UNIVERSITY ™

The CodeSmart™ Group is the leading ICD-10 company providing solutions in transitions, post transition support, outsourced coding, coding audits, clinical documentation improvement and education and the revenue cycle continuum.

We provide: • Outsourced clinical documention services on a remote basis to help fill the gap in workload capacity • On-site and remote clinical documentation education for the ICD-10 transition & beyond • Remote access to subject matter experts at any time • Clinical documentation online learning module • Customizable clinical documentation training by specialty and in any manner • Largest group/network of clinical documentation experts who can supply advice on-site or remotely

Arrows Lead Visual B&W

™

CodeSmart™ University guides healthcare organizations and physician practices through the transition with targeted, online training without disrupting the revenue cycle.

RANKED NUMBER

3

ONE

1

30

Font Helvetica

*

5

Orange Diamond

2

Font Archer semibold

TM

TM

CodeSmartgroup.com

2

• The Leader in ICD-10 medical coding education • Featured educational solution in the HIMSS* ICD-10 Playbook • Endorsed by more than 60 colleges and universities nationwide* • Comprehensive easy to learn online curriculum • Flexible schedule 24/7 • Interactive live professors • ICD-10 & EHR certification preparation • Virtual externship • Job placement assistance upon graduation • Financial assistance available for those who qualify

CodeSmartuniversity.org

CodeSmart Logo

EXAMPLE 05.

Consumer Pop-Up promotional brochure.

Font Custom

2

Font Avenir all caps

2

LEADERS IN ICD-10 MEDICAL CODING EDUCATION.

TM

1

877-725-1734 codesmartuniversity.org

2

Font Archer semibold

CodeSmart Logo

31

EXAMPLE 06.

Trade Show Banner.

Font Custom

2

TM

Font Avenir all caps

2

ICD-10 ONLINE EDUCATION. For Clinicians, Existing Coders & New Coders.

ICD- 1 O

EDUCATION

Arrows Lead Visual

ANYTIME

3

2

Font Archer semibold

5

Orange Diamond

2

Font Archer semibold

ANYWHERE

THE NATION’S TOP RANKED ICD-10 EDUCATION COMPANY

TM

TM

TM

CodeSmartgroup.com

1

32

CodeSmart Logos

EXAMPLE 07.

Corporate Business Card.

1

CodeSmart Logo

4

Curved Corners

2

Font Archer semibold

2

Font Archer semibold

TM

Font Avenir all caps

2

LEADERS IN ICD-10 EDUCATION & PREPARATION

CodesmartUniversity.org

TM

CodesmartGroup.com

Font Avenir all caps

2

IRA E. SHAPIRO Chairman & Chief Executive Officer ishapiro@codesmartgroup.com 646-526-7867

2

Font Archer semibold

33

TM

CodesmartGroup.com

SpearDesignGroup.com