Hennepin County's brand

Our responsibility is to efficiently connect people with the information and services they need. How we talk, write and design should reflect that commitment. In all our communications we should be clear, direct and accessible.

 

Logos

Hennepin County's logo and wordmark communicate who we are immediately. Using each correctly is a key part of maintaining a professional and coherent brand. 
Hennepin logo Hennepin County's primary logo is the trusted Hennepin "H." This bold and highly recognizable symbol acts as a seal of approval on all Hennepin County branded materials. It must be used in all publications and promotional materials for county programs and services.
Hennepin County, Minnesota

The Hennepin County wordmark is a clear and uniform visual expression of the county name. It is designed to augment the Hennepin “H" in specific circumstances, but should never be used in place of it.

logo placement example

Placement of the Hennepin "H"

Generally the Hennepin "H" logo should not occupy a leading or central position within a design. Rather, it should act as an endorsing feature. 
logo clearspace diagram

Clear space

A clear space of one half of the logo's width (.5x) should surround the logo, illustrated here with the dashed lines. The logo should never be conjoined or adjacent to other graphic and copy elements.

Downloads

External partners and organizations must contact Hennepin County Communications for consent to use our logo or wordmark.
Download the brand guidelines for comprehensive instructions on using the Hennepin "H" and Hennepin County wordmark.

Hennepin "H" logo

blue logo

Logo for 1/4 page:
EPS

Logo for 1/2 page:
EPS

Logo for full page:
EPS

Logo for web:
PNG

black logo

Logo for 1/4 page:
EPS

Logo for 1/2 page:
EPS

Logo for full page:
EPS

Logo for web:
PNG

reverse logo

Logo for 1/4 page:
EPS

Logo for 1/2 page:
EPS

Logo for full page:
EPS

Logo for web:
PNG

Hennepin County wordmark

wordmark

Full color wordmark:
EPS | PNG

reverse wordmark

Reverse wordmark:
EPS | PNG

Color

Our color system reflects the diversity and vibrancy of Hennepin County. We're not a one-dimensional region and our organization is not a single shade of blue.

Core colors

Our rich core colors set the tone of any design and are used in contrast with ample proportions of white and/or white space. We use the core colors to create anchor design elements such as color floods and shapes or as dense color masks for images.
hennepin blue

Hennepin blue

Pantone 293
CMYK 100, 69, 0, 4
Hex 0058a4
RGB 0, 88, 164

white

White

Pantone White C
CMYK 0, 0, 0, 0
Hex ffffff
RGB 255, 255, 255

rich purple

Rich purple

Pantone 2627
CMYK 83, 100, 32, 35
Hex 3e1151
RGB 62, 17, 81

deep blue

Deep blue

Pantone 295
CMYK 100, 80, 32, 25
Hex 113c66
RGB 17, 60, 102

Accent colors

Use accent sets to add small pops of color. We recommend using one accent color set in a single design to avoid a rainbow effect.

 
blue

Blue accent set

CMYK 100, 0, 0, 0
Hex 00aeef
RGB 0, 174, 239

CMYK 60, 0, 0, 0
Hex 44c8f5
RGB 68, 200, 245

green

Green accent set

CMYK 43, 0, 100, 0
Hex 9fcc3b
RGB 159, 204, 59

CMYK 25, 0, 100, 0
Hex cbdb2a
RGB 203, 219, 42

orange

Golden orange accent set

CMYK 0, 50, 100, 0
Hex f7941e
RGB 247, 148, 30

CMYK 0, 20, 100, 0
Hex ffcb05
RGB 255, 203, 5

red

Warm red accent set

CMYK 0, 100, 80, 15
Hex ce1432
RGB 206, 20, 50

CMYK 0, 90, 80, 0
Hex ef413d
RGB 239, 65, 61

Neutral colors

Three neutral colors help warm and soften design elements.
neutral 1

CMYK 14, 19, 21, 39
Hex 928884
RGB 146, 136, 132

neutral 2

CMYK 11, 13, 16, 32
Hex a49e99
RGB 164, 158, 153

neutral 3

CMYK 1, 7, 7, 12
Hex ded3ce
RGB 222, 211, 206

Typography

Consistent use of our corporate typefaces reinforces Hennepin's brand identity.

myriad pro example

Primary font family - Myriad Pro

Myriad Pro Light should be used for all text, including headings and body copy. When using Myriad Pro Light, use larger point sizes to maximize readability. As a general guide, headlines should be twice as large as subheads, which should be twice as large as body copy. Bold and semibold should be reserved for subheads.

Microsoft substitute font - Segoe UI

For Microsoft environments where Myriad Pro is unavailable, use Segoe UI. Segoe UI has a strong resemblance to Myriad Pro, and the full font family, which includes a variety of weights, comes standard in all Microsoft platforms.

adobe garamond example

Serif font family - Adobe Garamond (Garamond)

For formal communications like official letters, invitations and programs, use Adobe Garamond (Garamond). 

Imagery

Photos and icons bring a sense of personality and relatability to any design while cutting across language and cultural barriers.

photos

Photography

Residents and employees should be featured in the places they engage with Hennepin County’s unique way of life and where their lives intersect with the programs and services that make our quality of life possible.

Using original photos of Hennepin County residents reinforces the authentic nature of our brand. People connecting with Hennepin County should see themselves reflected in our programs and services.

icon examples

Iconography

Icons can help communicate ideas and information quickly and effectively. 

The icons we’ve developed:

  • Are simple yet recognizable
  • Have friendly, rounded shapes and a variety of strokes and weights
  • Include large amounts of solid space for color

To get icons:
Step 1: Search the icon library
Step 2: Contact Communications at 612-348-3848 with the name of the icon you want to use

If you can't find what you need, contact us at 612-348-3848.

Resources

Data visualization guide (PDF) – March 2021 

Full brand guidelines (PDF) – November 2016

Powerpoint template (PPTX) – November 2016 

Web standards

Writing guide

Pattern and component library 

Templates for county employees

The Communications SharePoint site includes a variety of templates, including:

Contact us

Hennepin County Communications
612-348-3848
county.communications@hennepin.us
www.hennepin.us

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