Brand foundations

The county has a responsibility to connect people to 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.

The elements that shape our style:

• Language that is easy to understand
• Light type that feels approachable rather than overwhelming
• Appropriate use of white space
• Consistent use of contrast and color to enhance readability and understanding
• Imagery that is inviting, relatable, and meaningful

A consistent look and feel supports the credibility and integrity of our information. It also helps people tell the difference between Hennepin County and other organizations’ information.

All our websites, applications, and external communications materials must follow our brand standards.

Full brand guidelines

Access Hennepin County’s complete brand guidance (PDF, 1MB).