For Immediate Release:
May 18, 2018
State of Minnesota wins top award for unified logo

ST. PAUL, MN – An effective logo evokes the personality of organizations. One consistent, easily recognizable image can improve public trust and build brand awareness. For years, State of Minnesota agencies used their own logos and branding, diluting awareness for all the ways state government impacts the lives of Minnesotans. In 2016, agencies collaborated to roll out a unified logo, bringing state agencies, boards, and commissions together under one state brand. Last night, that effort received the Northern Lights Award, the highest recognition from the Minnesota Association of Government Communicators.

The new logo aims to build brand awareness and confidence in services the state provides, and to support agencies’ employment recruitment efforts. The project centralized design resources on a new website with accessible templates, style guides, logos, and more. The multi-year rollout strategy involved launching the logo first on websites and social media, then updating materials, signage, and physical assets as they were used or scheduled to be replaced.

“This effort stems from Governor Dayton’s better government initiative to ensure state government is efficient and effective for residents, visitors, and business,” said Laura Cederberg, Assistant Chief of Staff to Governor Mark Dayton. “We believe making it easier to find and interact with the state is another step in improving our customer service.”

“The state’s new, unified logo is positively impacting the way we connect and serve Minnesotans,” said Janelle Tummel, Assistant Commissioner for Enterprise Communications and Planning, Minnesota Management and Budget. “One area where we see major progress under the new logo is our recruiting and retention efforts. We want job seekers to recognize us and think of us as a great place to start and grow a career. Having a fresh and consistent logo supports our work to recruit and retain the best talent.”

The logo also plays a role in cybersecurity efforts.

“Spoofed government accounts are one of the biggest threats that Minnesotans face online. Pre-launch, we faced phishing attacks that looked more legitimate than our official accounts. Protecting one unified brand helps level the playing field between the state and bad actors,” said Jenna Covey, Deputy Commissioner, Minnesota IT Services.

“I thank the many partners who helped bring this multi-year effort to fruition. From champions like former Lt. Governor Tina Smith and chief of staff Jaime Tincher, to Explore Minnesota and Little (Minneapolis-based branding agency) where the logo first originated, to all the designers and communicators across the state who contributed their talents, this was truly an example of government using resources wisely and doing what’s best for Minnesota,” said Myron Frans, Commissioner, Minnesota Management and Budget.

The Northern Lights Awards contest recognizes outstanding work in Minnesota's government, educational and nonprofit communications, and provides valuable feedback for all entries from the communications professionals who judge the contest. The first-place Northern Lights Award is granted to the one entry in each category that stands out from all others as representing the very best in government communications. This award honors an entry whose quality has wowed the judges—exceeding expectations, accomplishing intended goals, demonstrating creativity and making excellent use of available resources. The contest is conducted annually by the Minnesota Association of Government Communicators.

Learn more about the state brand at mn.gov/brand.

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Contact: Keith Hovis, Minnesota Management & Budget
Director of Communications
651-259-3666, Keith.Hovis@state.mn.us