AdvancedMD is a cloud-based healthcare software company based in South Jordan, Utah, providing practice management, electronic health records (EHR), and revenue cycle management solutions to independent medical practices.[1] Its current visual identity centers on a stylized hummingbird symbol paired with the AdvancedMD wordmark.
Design and History
AdvancedMD launched new branding on September 2, 2015, the same day Marlin Equity Partners completed its acquisition of the company from ADP. The company’s CEO at the time said the branding was designed to reflect AdvancedMD’s “new status and strengthened conviction as a standalone company.”[1] The new tagline, “Freedom to Practice,” was derived from the company’s focus on alleviating compliance challenges and streamlining workflow for independent physicians.[2] The new branding debuted publicly at the MGMA 2015 annual conference.[3]
Trademark records confirm that the bird-and-wordmark logo entered first use on September 2, 2015, and was registered in September 2016.[4] A separate trademark for the stylized bird image alone was also registered in 2016.[5]
Meaning and Symbolism
AdvancedMD has documented the reasoning behind its hummingbird symbol on its corporate website. The company states that it considered hundreds of options, including abstract shapes and symbols from ancient civilizations, before settling on the hummingbird. The bird was chosen because its attributes, including agility, adaptability, vigor, energy, and the ability to work quickly and productively, embodied the characteristics the company prizes most.[6]
The company describes the hummingbird as “visual shorthand” that extends beyond its text-based logo, connecting employees, customers, and partners through the values of confidence, industry, and fearlessness.[6] AdvancedMD also draws parallels between the hummingbird’s speed, hovering ability, and fierce territorial defense and its own positioning as a quick, adaptable, and protective partner for independent medical practices.[6]
Typography and Design
According to trademark filings, the logo consists of a stylized design of a bird together with the words “AdvancedMD” in a stylized font.[4] An earlier color version of the mark, filed in January 2016, depicted the bird in red, yellow, orange, blue, green, and black with the wordmark in stylized black lettering on a white background.[7] The later registration for the bird-and-wordmark combination does not claim color as a feature of the mark.[4]
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