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illustration of the tools used to create the new state brand

Minnesota Brand Style Guide

The visual identity system encompasses critical elements of the State of Minnesota brand, including logos, colors and their combined uses. This helps to distinguish the brand and support its overall strategic brand personality. Consistency is critical. By strengthening our shared identity as the State of Minnesota, we have the opportunity to consistently engage with Minnesotans and increase public awareness of the services we provide. The new look is designed to build recognition and trust with all Minnesotans when interacting with any of Minnesota’s Agencies, Boards, Councils or Services.

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