Minnesota Department of Public Safety

Can a logo define value at a glance?

IDEATION  •  LOGO  •  PREMIUMS  •  VEHICLE GRAPHICS  •  Stationery

Use requirements as a catalyst for improvement

To bring the State Fire Marshal and Office of Pipeline Safety brands into alignment with the new state seal, the Minnesota Department of Public Safety approached our team. This update also provided an opportunity to effectively communicate the respective roles each division plays in keeping the community safe. 

Communicate the message across multiple mediums

5 by 5 Design guided each team through a process to gather insights and build team consensus around likes, dislikes, and creative opportunities. Each division had unique needs. The State Fire Marshal, which supports fire investigations, training, education, and inspections, wanted to incorporate a Maltese cross—a symbol associated with bravery, honor, and service—into its design. The Office of Pipeline Safety, which manages over 70,000 gas and hazardous liquid pipelines across Minnesota, wanted a logo that quickly communicated its function and relevance to the community.

Ensure consistent application and longevity of use

Both divisions confidently launched new logos and patch artwork that reflects the value provided to people across Minnesota. Using new brand standards created by our team, the implementation has been consistent and easy to apply across various channels and touchpoints.