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TRUST MATTERS - SO DOES BRANDING.
In the following pages, we will delve into the key elements that make up our brand identity, from our mission and values to our visual and verbal identity. By consistently embodying these principles, we will not only distinguish ourselves in a crowded market but also continue to foster trust, loyalty, and recognition among our clients and within our industry.
Trust Matters.
Moving Business Forward.
HHM Certified Public Accountants is a full-service CPA and financial consulting firm with locations in Chattanooga, Memphis, and Cleveland Tennessee, and Pensacola, Florida. HHM is an Inside Public Accounting Top 100 CPA firm.
THIS IS US
HHM CPAs is a full-service accounting and advisory firm with locations in Chattanooga, Cleveland, and Memphis, Tennessee and Pensacola, Florida. As a Top 100 Accounting Firm by Inside Public Accounting (IPA.) and a USA Today and Forbes' Most Recommended Tax and Accounting Firm, HHM CPAs offers services to a variety of industry groups including automotive dealerships, manufacturing, distribution, real estate, construction, and nonprofits. HHM CPAs provides traditional assurance and tax services, in addition to offering specialized services such as mergers and acquisitions, business valuations, succession planning and tax planning for high-net-worth clients. HHM CPAs is continually recognized for its culture and workplace, being named a Commercial Appeal Top Workplace for two years in a row. For additional information please visit www.hhmcpas.com.
Henderson Hutcherson & McCullough, PLLC pledges to listen, understand, and exceed our clients' expectations by providing the highest quality accounting, tax and consulting services, and, in doing so, we want to become a trusted business advisor.
A promise is meaningless on its own, and values enhance nothing if they are just words on a website. HHM's promise of integrity-driven client service is easily upheld by incorporating our core values in every decision we make.
We hold ourselves to high standards and strive for excellence in all that we do. Our firm was founded on integrity and professionalism.
We treat our clients and employees with the utmost respect, adhering to the ‘Golden Rule'.
Our work is taxing (pun intended), but we emphasize work-life balance and reward our employees for their hard work.
We are committed to employee development, creating opportunities for our people to achieve more. We want to see them excel in their roles and find their work fulfilling.
We support our community and encourage employees to get involved.
Building Trust
The Tone of Voice section of our branding guide defines the unique personality and communication style that HHM should consistently adopt in all written and spoken interactions. It aims to convey professionalism, trustworthiness, and approachability, ensuring that our messaging resonates with our target audience while maintaining the integrity of our brand identity. This section will guide you in striking the right balance between technical expertise and relatability, enabling us to connect with clients, partners, and stakeholders on a personal level, while reaffirming our position as a leading professional accounting firm.
HHM is our main brand that has many sections within it (think house with rooms, opposed to subdivision with houses). Use this version everywhere by default. Do not overuse the logo — it should not appear more than once on a communication.
- General swag with limited design real estate
- Newsletters
- Internal communications
Use these versions everywhere. Our primary logos reflect the identities our firm has (think each room has something different to offer, somewhat unique in personality - yet within the same family).
- Industry specific events
- Industry specific promotional swag
- External communications with unknown audiences
Use this logo for any general marketing communications in which our values need to make a statement. Our brand logo should be used when speaking to a familiar audience.
- New Hire swag
- Promotional swag
External communications with known audiences
- Proposals/clients communications
To ensure proper use of our logo please follow these general Do's and Don'ts. This is not an all inclusive list - if you have any questions please reach out to the marketing department.
The HHM logo was designed to be used in various situations. Please ensure that your using the correct logo in terms of design real estate.
Do NOT combine any of the logo sets together. They should remain as is to avoid clutter.
The only exception is when doing generalized marketing that encompasses our main entities.
Do not change the colors, stretch, create custom lockups, outline, or alter the logo in any way that would compromise the integrity or recognition of the logo.
Emotions are powerful and have the ability to drive decision making. We want to cultivate strong emotional connections with our customers and this can't be done with just a logo; colors are needed to cultivate these emotions. Below are the primary colors for our Branded House.
PANTONE | 540 C
CMYK | 100, 80, 38, 37
RGB | 0, 48, 87
PANTONE | 7738 C
CMYK | 76, 13, 100, 1
RBG | 69, 160, 65
PANTONE | 2925 C
CMYK | 77, 25, 0, 0
RBG | 0, 154, 222
PANTONE | 1495 C
CMYK | 0, 54, 95, 0
RGB | 255, 144, 21
CMYK | 49, 42, 41, 5
RGB: 135, 134, 134
CMYK | 37.8, 20.41, 19.31, 0
RGB | 161, 181, 191
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CMYK | 0, 31, 2, 34
RGB | 168, 88, 162
Secondary colors consist of bright colored tones, and can be used to compliment the primary color palette when necessary. Secondary colors should only be included in 40% of graphics.
Typefaces and fonts convey the values and the tone of our brand just like colors do. Typography has diverse connotations and presents what HHM stands for. Clean, modern, and simple directly reflects into our values.
This primary font should be used for headlines or large titles. This font should not be overused, and it should not be used for the primary copy of a communication.
Montserrat
800 - Extra Bold
Montserrat
600 - Semi Bold
Montserrat
500 - Medium
Montserrat
400 - Normal
This is the secondary English type face, it should be used when the primary English type face is unavailable or as an accent to main font.
Knockout
5-Bold
Knockout
71 - Bold
Backgrounds are custom-designed virtual backdrops used during video meetings to maintain a professional appearance and promote brand identity.