Perhaps by now you have noticed that the State of Minnesota has a new, unifying logo — a welcoming, clean look applied to all Minnesota state agencies. Nearly ten years ago we designed a logo for the Minnesota Department of Health, Office of Rural Health and Primary Care, and they have earned considerable recognition in their brand. But, in designing a new banner for them, could we maintain that brand-awareness within the State's new system?
Using key imagery from their old brand to complement — not compete with — their new logo, we were able to move into a fresh look forward while still reflecting their past.
Remember, when you need to make the move into a collective new brand, don’t forfeit your assets when you can build on them.