The Star Tribune was at a crossroad of simultaneously being a legacy cultural institution known state-wide, while being characterized as representing only the interests of a narrow demographic in the metro-area of Minneapolis and St. Paul. Renaming and rebranding was the first necessary step to signal the intention to change that perception.

A modular identity system for a borderless brand.

We modernized the brand for the future with a visual system that emphasizes clarity of message and medium-fluid function, with subtle moments of brand story woven throughout.

A palette anchored in stark black and white lets content be the focus and color be function-forward.

A new typography system solves styling, legibility and implementation issues across all mediums.

A refreshed suite of supporting components lets the brand work and play in new ways.

To launch the rebrand and signal our new intentions to culture at-large, we needed to maximize a responsible amount of resources while disrupting preconceptions all over the state. That gave us the opportunity to co-opt creatively curated media with contextually aware messaging to address concerns Minnesotans have.