Brand Style Guide



The primary logo consists of a wordmark and owl icon. Its design is meant to mirror TALON’s modern approachable aesthetic.


Icon Usage

Our icon represents the TALON brand and can be used alone as a background element to help add emphasis to a design. 

The owl should always keep its intersection with the “O” in TALON whenever using the full logo.


Alternative Logos

Based on the background color, there will be situations in which alternative logos must be used for the logo to be visible. Here are the alternatives that can be used in case the full-color version is not the best choice.


Co-branding Guidelines

When co-branding or showing any partnerships, carefully follow the standards for using a partner’s logo just as you would for TALON’s. The partner’s brand standards are usually available upon request.


Color Palette

Our color palette consists of five primary colors. Consistent use of our color palette will build recognition and visibility for the brand. In this guide, you can find the colors used and their respective codes and percentages for digital and printed media. 

Primary Colors

These are our core colors. They should be used as the basis for all of our materials.

CMYK 60 | 92 | 25 | 23
RGB 105 | 45 | 102
CMYK 0 | 35 | 95 | 0
RGB 248 | 173 | 38
CMYK 0 | 0 | 0 | 0
RGB 248 | 173 | 38
Dark Grey
CMYK 0 | 0 | 0 | 90
RGB 64 | 64 | 66
Light Grey
CMYK 19 | 15 | 16 | 0
RGB 204 | 204 | 204
CMYK 0 | 0 | 0 | 0
RGB 0 | 0 | 0


Typography is critical to representing TALON’s brand. 

Gotham is used for headlines and body copy. Consistent use of typography will build a recognizable identity.



The photography style should use lively people of diverse backgrounds and ages. Utilize imagery that showcases technology and has a cool tone. Having consistent imagery helps to enhance the brand and make it more dynamic.



The icons serve as a visual guide of the services and products offered by TALON. Having a defined style when using them will make the brand easy to recognize. These elements are used as a more dynamic and striking way to call out text or to support body text. Always utilize a linear style icon versus solid style when choosing icons.




TALON delivers end-to-end, scalable solutions for achieving and sustaining full transparency compliance. With the requirements and resulting implications of the Transparency in Coverage Rule and the No Surprises Act, the need to look ahead is more crucial than ever. TALON equips clients to meet current and future regulation challenges with success in this new healthcare reality. Through their suite of services, TALON is empowering the future of healthcare through aligned incentives, member engagement, and a simple way to pay to form a complete savings experience that ensures compliance in every facet.

Mark Galvin
Co-founder, President & CEO

Mark Galvin has been a thought leader and staunch advocate for price transparency and consumerism in healthcare for more than 17 years. He co-founded TALON in 2014 to create and supply a platform supporting a more competitive, efficient healthcare marketplace. In 2018, Mark was invited to speak with and present TALON to the White House Health Policy Team tasked with developing the Transparency in Coverage Rule, including officials from the Departments of Health & Human Services, Treasury, Labor, the Centers for Medicare and Medicaid Services, and Office of Personnel Management. TALON was subsequently used as the model upon which the new Transparency in Coverage and No Surprises Act federal mandates are based.

A serial entrepreneur, Mark has launched a dozen companies and two technology accelerators. Four of his venture-backed tech firms achieved growth levels ranking each in the 100 fastest-growing private companies in the United States as measured by the Inc. 500. His companies’ innovations have been covered in many major media outlets including Forbes, Money Magazine, the Wall Street Journal, the New York Times, and the Huffington Post.

Matt Robinson
Co-founder, VP of Engineering

Matt Robinson co-founded TALON with Mark Galvin in 2014 to bring price transparency and consumerism to American healthcare. Matt has deep expertise in system architecture, full-stack development, SaaS/PaaS, Responsive Web Development (RWD), data-mining automation, and data maintenance processes. Matt is also responsible for customer and partner external integrations. Matt holds BS and MS degrees in Computer Science from the University of New Hampshire. In 2020, Matt was inducted into the university’s Alumni Entrepreneur Hall of Fame.

Jason Jeffords
Chief Technology Officer

Jason Jeffords joined TALON in 2017 as its Chief Technology Officer. A tech innovator, inventor, educator and serial entrepreneur, Jason has more than 30 years of experience in designing and launching award-winning products and technology solutions in the fields of networking, telecommunications, cloud computing, big data, data analytics, machine learning, and IoT.

Jason is an adjunct and assistant professor in electrical and computer engineering and data analytics at the University of New Hampshire and Southern New Hampshire University. A standards body contributor (ATM Forum and IETF), Jason is author of numerous articles, and a holder of 17 United States patents.

Evan Young
Chief Financial Officer

Evan Young joined TALON in 2014 and leads its data analytics and modeling team that ingests, normalizes, compares, parses, tests, confirms, and instantly delivers relevant provider-level data from nearly 4 billion medical claims aggregated from hundreds of sources, giving American healthcare consumers the information, they need – quality, price, convenience – when they need it, to make the right purchasing decisions for them.

Plucked from the world of finance, Evan is one of the industry’s most experienced managers of commercial medical claims data. He graduated with a Commerce degree specializing in finance with distinction from Dalhousie University, Halifax, Nova Scotia.

Derek Spearing
Chief Innovation Officer

Derek Spearing, a seasoned Healthcare Strategy and IT professional, joins TALON to spearhead the evolution of healthcare consumerism and intelligence product vision. After ten transformative years advising health payers and providers, Derek brings a rare blend of engineering acumen, management consulting expertise, and entrepreneurial spirit to the TALON team.

Derek’s passion for healthcare was sparked by a personal experience, redirecting his focus from systems integration at Lockheed Martin to the pressing need for interoperability, transparency, and an enhanced consumer experience in healthcare. His entrepreneurial successes, including founding and leading several electronic health record system companies to acquisition, are testaments to his commitment to industry change.

Now at TALON, Derek is poised to leverage his unique insights to drive innovation and transformation in healthcare intelligence products, aligning with the company’s mission to challenge industry norms, empower consumers, and catalyze a revolution in healthcare.

David Spear
EVP of Sales

Dave Spear joined TALON in 2018 and leads its channel strategy and relationships with Professional Benefits Administrators and healthcare industry technology partners. 

Dave is a seasoned, strategic, passionate, results-driven senior executive who has successfully launched and developed new companies, markets, and products as Head of Sales, GM, and CEO, both in the United States and abroad. A serial entrepreneur, Dave graduated from Rose-Hulman Institute of Technology and completed the Harvard Business School’s Advanced Management Program (AMP).

Naresh Parmar
Senior Vice President, Product

A leader and innovator who brings decades of experience to TALON, Naresh has a proven track record that includes product and portfolio management, global delivery execution, client services, and the development and implementation of robust, data-driven technology solutions across a range of industries. Naresh’s deep experience creating value for end-users and stakeholders will be integral to TALON’s continued growth and success.

Joe Torina
Vice President of Strategic Partnerships

Joe Torina leads TALON’s efforts to foster and develop the key strategic industry partnerships that are essential to our continued innovation, growth, and evolution, all of which are happening at a rapid pace.

Joe’s robust range of professional experience includes account and project management, marketing, and business development. Prior to joining TALON, Joe spent 3 1/2 years serving as Marketing Director/Business Partner Relations, and, most recently, Director of Business Development for a leading claims administration software provider.

Catherine Klehm
Vice President of Customer Success

With more than two decades of diverse experience, Klehm has a proven track record of success in leading client services operations to increase customer loyalty, expanding solution footprints within accounts, turning around projects or departments, and creating alignment and collaboration between sales, product management, services, and engineering to drive excellence and savings in execution.

Klehm comes to TALON from Uptake, where she served as Senior Director of Professional Services and was responsible for leading the development of project management, staffing/utilization, implementation processes, and approach to identify measurable targeted outcomes for customers.

Scott Borden
Vice President, Sales | CDH Subject Matter Expert

Scott Borden, HSAe (aka HSA GUY) is a passionate Consumer Driven Healthcare SME with over 30 years of experience helping employers and benefit advisors implement innovative employee benefits solutions, focusing on Consumer-Driven Healthcare and HSAs.

For the past 20 years, Scott has been a host and guest on many regional and national talk radio shows and podcasts talking about Health Savings Accounts and other healthcare trends including Price Transparency, Affordable Care Act, Self / Level Funded Health Insurance, Direct Primary Care, and how to build a Healthcare Consumerism Ecosystem with aligned incentives.

When not helping businesses implement winning CDH strategies, Scott likes to ride motorcycles and BBQ/smoke lots of delicious food. It’s a KC thing.

Brad Dumke
Director of Customer Support

Brad Dumke has spent 19 years helping two Electronic Health Record companies (as CEO and President/COO) building talented and robust sales, customer service, and software development teams; and delivering clinical, financial and business intelligence suites for the hospital and outpatient markets. In those roles, Brad made health insurance decisions for his employees and their families for over 14 years including transitioning two companies from traditional PPO to CDHP/HDHP/HSA plans.

Over the last 12 years, Brad has worked as a consultant in healthcare consumerism, telehealth, medical device, general hospital IT, post-acute care, and revenue cycle management sectors.”

Brad has been certified by the Validation Institute as a Certified Health Value Professional and Certified Outcomes Report Analyst.

Matt McCormick
Director of Partner Sales

Healthcare consumerism expert Matt McCormick is Director of Partner Sales for TALON, supporting new and existing Broker/Advisor channel relationships. Matt has focused on Transparency in Coverage and healthcare consumerism since joining the firm in 2018 and is an expert in the transformative Transparency In Coverage Rule and No Surprises Act.

Prior to joining TALON, Matt was an insurance industry financial analyst for five years. He received his BS in Finance from the University of New Hampshire.

Eddie Burkhart
Vice President of Sales

Eddie Burkhart joins the TALON team as Vice President of Sales, bringing over 20 years of leadership and expertise in the healthcare benefits industry. He has a passion for cultivating professional relationships built on trust and for driving the development and execution of business growth strategies. He is known throughout the industry as an expert in delivering reliable, cost-saving solutions that streamline the sales process, drive business growth, and enhance customer success. Eddie has a Bachelor of Business Administration from the University of Oklahoma and has AHIP Certification in life, health, and property and casualty insurance.