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When we set out to create our corporate symbol, we knew it needed to be special. Something unique. Something bold. An icon that would represent our company, our people, our products and services in a way that would set us apart from our competition in a deeply meaningful way – that would resonate on many levels and be more than simply graphically interesting.

Juxtaposed with standing apart and standing out, we also wanted to create unity, and ensure that everyone who saw our symbol felt they were part of something bigger – not only a positive emotion, but a sense of unwavering strength and confidence.

We considered hundreds of options looking for the right fit. We explored abstract shapes and variations on the AdvancedMD brand. We perused Greek and Latin and other ancient civilizations for symbolic synergy. We looked to nature, both plants and animals for inspiration.

Through it all, one symbol continued to rise to the top: the hummingbird. The more we studied it, the more we recognized that this little creature’s unique attributes embodied the characteristics we prize most highly: agility, adaptability, vigor, energy, and ability to work quickly and productively. Like our people and customers, “hummers” are recognized as truly amazing and productive creatures.

It all came into focus when we aligned the distinctive traits of the hummingbird with the distinctive traits that make up AdvancedMD—our people and our customers—a uniquely impactful force. The hummingbird became the iconography we felt best depicts us and embodies so many distinguishing elements that set us apart.

Identification, description & interpretation.


People admire the distinctive appearance and behavior of hummingbirds, making them some of the most coveted and alluring creations in nature. People plant flowers and buy feeders to attract hummers to their gardens. With more than 300 species in the world, hummingbirds are unique and yet surprisingly familiar. Individual hummingbirds look different than other bird species, but all have a similar shape and hum that make them instantly recognizable.

Like the hummer, we are all unique and distinctive, yet come together in flexible and creative ways to create remarkable outcomes that we can all take pride in. Like 300 separate species all working toward a common goal, we connect and ‘hum’ at a very high level of confidence that we can accomplish remarkable things that others only dream of.


Hummingbirds are hardworking, highly productive and have a go-go-go mindset. A hummer’s top speed exceeds 34 mph, and some can dive at speeds close to 50 mph. Their agility and unique flying ability to hover in place or spontaneously change directions gives them a competitive advantage in a world of survival-of-the-fittest. And as pollinators, hummingbirds also create wellbeing for the environment.

The hummer icon embodies our positive energy, resilience and ability to get a lot of work done in short order. Over the years we’ve demonstrated time and again the ability to be consistently quick and adaptable to change in an industry that has the notorious reputation for moving slowly. Our agility and rapid response give us the advantage of not just surviving, but playing a leadership role in a highly competitive, complex competitive arena.


While other birds can be aggressive and can drive intruders away from their territory, hummers are among the fiercest and dominating birds. This is especially astonishing considering their tiny size. Hummingbirds can successfully repel much larger birds from their preferred feeders and flowers. Relentless pursuit of nectar makes hummers revered and admired.

This impression mimics the energy we strive to create as experts unafraid of wading into the fray of often chaotic private practice and boldly assisting with what needs to be said, done and fixed in order to help doctors and their staffs reach the highest levels of success possible. Like the hummer, we are fiercely loyal to protecting the best interests of those we serve.

The iconic power of symbols in branding.

More than two million apps (including AdvancedMD) can be discovered on the Apple App Store based on 144×144 pixel images. People don’t need to see the words. Icons tell the story.

Symbols are a powerful element of our brand identity that extends beyond our AdvancedMD text-based logo. The hummer is our visual shorthand that connects and engages each one of us into a family based on the values of confidence, industry and fearlessness. It communicates all that we are and stand for.

This icon is the first opportunity to communicate our purpose. A picture truly is worth a thousand words and our distinctive brand symbol communicates a lot about us. It’s a rallying point for our people, our customers and our expansive partner network to rise above the fray of a highly crowded marketplace with a sense of pride and community in what we can jointly accomplish. We want repetition of our hummingbird symbol to boldly ‘charm’ our way into people’s hearts.

As we continue to evolve as individuals and as a company, our hummingbird symbol is a powerful reminder of the distinctive parallels between the vital essence of our company and one of nature’s most remarkable creations.

“The money I have invested in AdvancedMD is miniscule compared to the return. I have never been more efficient – ever – in my professional life as I am now.”

Jed Shay, MD
The Pain Care Center

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“[Our] patients are very well-educated and well-informed, and they want to see results quickly. The practice has to run extremely efficiently and be accessible to them. The nice thing about [AdvancedMD] is it has allowed me to be more efficient both in and out of the office. Now I don’t have to come back into the office, which is great for my family and everything else. It saves me a lot of time – probably an hour a day on the three days I work in the second office.”

Keith Berkowitz, MD
Center for Balanced Health

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Estaban Lavato, MD - La Loma Medical Center

“The best thing I ever did in private practice was getting AdvancedMD—it has liberated me.”

Estaban Lavato, MD
La Loma Medical Center

“Having integrated practice management and EHR is absolutely wonderful, you don’t have to flip back and forth between systems—all of your information is at hand when needed.”

Raju Raval, MD

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