Attachment+5+-+ND-State-Brand-Guidelines.pdf

State of North Dakota | Brand Identity Guidelines

C O N T E N T S

The Brand Story Brand Elements Our Verbal Identity

Messaging

Brand Voice

Our Visual Identity Our Look — Logos

Horizontal Logo

Logo Guidelines

Improper Use

State Agency Logo Lockups

Wordmarks

Emblems and Insignias

Our Look — Photography

Our Look — Color Palette

How Colors Make Us Feel

WCAG AA Compliance

Color Codes

Our Look — Typography

Our Look — Digital Media

Our Look — Presentations

Our Look — Merchandise

Our Look — Office Supplies

Our Look — Email Signatures

Our Look — Inspiration

The North Dakota story is filled with adventure, legendary figures, renown hospitality, pioneering spirit and potential as vast as the horizon. For more than 15 years, the North Dakota Legendary brand successfully promoted the state while inviting visitors. In 2013, the North Dakota Department of Commerce and key stakeholders developed a new vision for unified branding, leveraging North

Dakota Legendary to support the state’s goals for business development, workforce recruitment and retention and overall image. This unified and cohesive foundation was further amplified in

2018 as the brand took a fresh, active voice: NORTH DAKOTA – BE LEGENDARY.

Be Legendary embodies the elements that have both shaped our heritage and continue to be redefined in the next frontier:

• We’re on the frontier of technology, leading the nation in unmanned aircraft systems (UAS).

• We’re on the frontier of agriculture, exploring new ways to grow food to more efficiently feed the world.

• We’re on the frontier of energy and natural resources, developing infrastructure to support expansion and leading the next generation in energy solutions.

• We’re on the frontier of a digital transformation that’s enabling entirely new industries around autonomous vehicles, precision ag, blockchain and robotics.

T H E B R A N D S T O R Y

As we continue to move forward, we know that our state agencies work diligently to make life better for the people who live here, work here or visit. We want anyone interacting with our state government to know they are working with the official agencies of North Dakota. Evolving and unifying the brand helps convey that message. North Dakota – Be Legendary is leveraged to make a broader impact in our state’s purpose of empowering people, improving lives and inspiring success. This guide provides detailed instructions on how to execute the North Dakota visual and verbal identity — simply and consistently — across all media. Thank you in advance for adopting these standards. With your help, this unified approach will help shape the story of what makes

North Dakota the best state to make your mark. To be legendary.

North Dakota is a place where you can achieve your American dream. Here, anyone has the potential to do something meaningful or unexpected, to craft their story and to see their quest for purpose realized. North Dakota offers unique experiences and untold adventures that entice visitors to follow their curiosities and not the crowds – and return for more. Its open landscape is lush with diversity, opportunity and possibility, with modern ideas and emerging technologies abundant as the prairie grasses. Whether it’s home for generations or new citizens, the land connects its people to the values and way of life that renews spirits and strengthens family. From the diversity in land and community, to expanding opportunities in key industries; with technology advancements in agriculture, health care and natural resources; from education to recreation, North Dakota offers the opportunity and resources to transform people and lives.

Be Legendary is a promising and inspirational call to action for visitors, businesses and our people.

NORTH DAKOTA — BE LEGENDARY.

To be successful in communicating the value and promise that North Dakota offers, we must be consistent in how we “show up” wherever we show up. Consistency in how our brand looks, feels and speaks to our various audiences helps them decide whether they want to engage with our state.

The elements that make up the North Dakota brand include:

• Our verbal identity — how we sound and what we say. Having a distinct, recognizable written style gives our brand personality and helps us stand out.

• Our visual identity — how we look. Our visual elements (typography, colors, logo and photography) work together to create an impression that defines who we are.

B R A N D E L E M E N T S

The NORTH DAKOTA — BE LEGENDARY Brand

O U R V E R B A L I D E N T I T Y This guides and defines how we tell our story in a consistently compelling way. It is about infusing our communications with personality so we can connect with our audiences in a spirit that is uniquely our own. It includes two main components:

1. MESSAGING — what we say. 2. VOICE — how we say it.

Boundless Opportunity fueled by technology, innovation and endless ingenuity.

In North Dakota, opportunity is as vast as the horizon. The open landscape mirrors boundless possibilities, with rural and urban communities showcasing vibrancy and industrious character.

This state is abundant and generous from its resources to its people, from its rich history to its modern promise. It is a proving ground for past explorers and future leaders.

Ours is a state stirred by ideas, not things.

Unparalleled Experiences inspired by authentic adventure and the prospect to live a life less ordinary.

The North Dakota landscape is excitedly diverse, offering unique experiences and untold adventures that entice residents and visitors to follow their curiosities and not the crowds – and stay for more.

It’s for the spontaneous traveler and the intentional job hunter. It’s for those who crave the unbridled outdoors and those who thrive in transformative urban spaces.

It’s for the people-cravers and the silence-seekers. It’s for foodies, nature lovers and artists. It’s for homesteaders and new citizens, investors, startups, agribusiness and family farmers.

Incomparable People driven by a resilient, self-sufficient, enterprising spirit.

North Dakota is home to a wholesome way of life, with strong connections to the land and to the nation’s history.

Ours is a community shaped by heritage, traditions and a fresh perspective.

Our people are a gritty lot, resilient and enterprising. We hold fast, delighting in the unexpected, fortified by each creative opportunity.

The North Dakota brand is built on a foundation that supports possibility and promise. It is the convergence of these three ideas that makes Be Legendary unique, powerful and enticing:

North Dakota is for those who want to live extraordinary lives without paying an enormous price.

Each day, new challenges spark new thinking, inspiring companies, communities and people to make a great life and a big difference.

To be North Dakotan doesn’t mean you were born here.

It means you were born to be here.

Our messaging framework acts as a foundation for creating content — everything from presentations, web copy, email templates, press release boilerplates and more. These ideas allow you to spin up content quickly and ensure that it consistently communicates the value of our work.

M E S S A G I N G

How we speak and write reflects who we are. It shapes our personality. It is the hook that draws our audience in and says “these are real people — people I can connect with.” The qualities that make up our brand voice work together to create copy that is human and inviting, genuine and engaged, forward-looking and optimistic. Visit our Writing Style guide here.

The following characteristics define the North Dakota brand personality.

HONEST — Our words are as authentic as our state. They instill a sense of trust and excitement without over-promising.

REAL — We write like we talk, using everyday language. We avoid clichés and worn-out metaphors. Our copy is conversational, approachable and human.

SP IR I TED — There’s a zip to the rhythm of our writing; it’s pleasant and engaging.

OPT IMIST IC — We’re excited about the potential of our state, and we take every opportunity to share forward-thinking ideas and practical applications. We describe the future in an inspiring and energetic way with an air of possibility.

B R A N D V O I C E https://www.medialibrary.nd.gov/assetbank-nd/assetfile/120057.pdf

The guidelines that follow are designed to help maintain the emotional impact of the Be Legendary brand story. Consistency makes it possible for our audiences to recognize and remember us.

Please follow these recommendations in any and all communication. Guidelines include usage for the following identity elements and concludes with examples as to how they all come together.

O U R V I S U A L I D E N T I T Y

LOGO • AGENCY LOGO LOCKUPS •WORDMARKS

EMBLEMS & INSIGNIAS • COLOR PALET TE • T YPOGRAPHY

PHOTOGRAPHIC ST YLE • DIGITAL MEDIA • PRESENTAT IONS

MERCHANDISE • OFF ICE SUPPL IES • EMAIL S IGNATURES

DES IGN INSP IRAT ION

The North Dakota — Be Legendary logo has been designed as an integral part of the visual identity for the state of North Dakota. The look and feel of the logo imagery for the state communicates an open, progressive and modern feel. It anchors communications and over time has come to symbolize the meaning people associate with the North Dakota experience.

The North Dakota logo consists of two elements: The state logotype and the tagline. The stacked configuration with the tagline (above) is the preferred configuration. The relationship of the elements contained within the logo should not be modified.

L O G O S

North Dakota – Be Legendary is a registered trademark. To maintain integrity of North Dakota’s brand, it is incredibly important to follow the basic guidelines below when using the logo:

• Only the logo colors specified are allowed.

• Never change the typefaces within the logo.

• Never compromise the legibility of the logo.

• When placing the logo over dark photography or backgrounds, use the reverse logo.

Basic Standards

Logotype (Stacked, Color) Logotype (Stacked, White Reverse) Logotype (Stacked, Black)

Use the horizontal logo when the primary (stacked) configuration does not fit comfortably in the space available or when space constraints reduce the impact of the Be Legendary tagline as in the examples pictured. Again, both elements of the logo (logotype and tagline) must be used together, without modification of the relationship between the elements.

H O R I Z O N T A L L O G O

Logotype (Horizontal, Color)

Logotype (Horizontal, White Reverse)

Logotype (Horizontal, Black)

In order to maintain a consistent visual presence, use of the North Dakota — Be Legendary logo must maintain certain guidelines:

• The logo is a single piece of art. Use only the original mark. Do not separate the elements.

• Do not adjust, modify, add to or recreate any element of the logo.

• Placement is intended to vary based upon usage.

L O G O G U I D E L I N E S

The stacked logo has a minimum height of ¾" or larger in any configuration. The horizontal logo’s height must measure at least ½" or larger in any configuration. Incorrect sizing is probably the most common usage issue.

Minimum Size

Clear Space

A minimum clearance must be maintained between the logo and other graphical elements. Failing to allow for proper spacing around the logo is also a common usage issue. The clear space [ N ] around the signature is equal to the height of the letters in NORTH.

[ S H O W N A C T U A L S I Z E ] [ S H O W N A C T U A L S I Z E ]

¾" ½"

These examples illustrate some ways the North Dakota — Be Legendary logo should not be used.

In addition, the elements of the logotype and the logotype with tagline should never be taken apart and recombined to create new artwork.

I M P R O P E R U S E

1. DO NOT resize the logo out of proportion.

2. DO NOT skew or distort the shape of the logo.

3. DO NOT change size of the logo components or their placement.

4. DO NOT change the typeface of the logo.

5. DO NOT place the logo inside a shape.

6. DO NOT place shapes or icons behind the logo.

7. DO NOT emboss, texture or apply unapproved effects to the logo.

8. DO NOT use drop shadow on flat backgrounds or use it excessively over imagery.

9. DO NOT stroke or outline the logo.

10. DO NOT recolor the logo.

11. DO NOT rearrange logo colors.

12. DO NOT place or print low-res, compressed or low-quality logos.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

Agency Vertical

MINIMUM SIZE NORTH DAKOTA 1/2”

1/ 2” 1/ 2”

Agency Horizontal (preferred usage) MINIMUM SIZE ¾”

¾” Environmental Quality ¾”

Following are examples of agency logos and subsidiary logos. In cases where an agency has multiple subsidiary agencies or departments, both are listed with the subsidiary displayed more prominently as seen in the Behavioral Health example.

Agency and Subsidiary Logos

To reinforce the brand across all communications and interactions, state agencies will identify within the North Dakota — Be Legendary brand architecture as well. These logos include the stacked logo with a vertical bar and department name to the right. Note that “Department of” and

“Office of” are always implied and are not included in the logo with the exception of “Office of the Governor.” Some examples follow.

Apply the same strict guidelines for usage as for the state logo. Black, reverse and harvest orange versions are available.

S T A T E A G E N C Y L O G O L O C K U P S

Multi-Line Lockups

If an agency name is too long for a single line, it may be broken into two lines. Both lines should be evenly matched if possible, with words like “and” beginning on the second line. Ampersands [ & ] may also be used and should stay consistent across agencies and subsidiary lockups.

Multi-Agency Lockups

In rare circumstances, two or three agencies may be added to a single lockup if all agencies are equally involved in a single program or initiative. This is likely only used in correspondence or within marketing materials.

Agency & Outside-Agency Partnerships

If several agencies are involved in partnering with an event, program or initiative and if other outside agencies are also involved, it’s always best to use the Be Legendary logo with the partnering agencies listed in a group underneath, rather than using multiple lockups together.

This program is a partnership of the Office of the Governor, North Dakota Tourism, AAA and the North Dakota Council on the Arts

W O R D M A R K S

Occasionally, a subsidiary agency, program or initiative requires a unique identifier for marketing purposes.

Branded wordmarks are the next level of unique identifiers in the Be Legendary brand hierarchy after logo lockups. Where the design and style of the Be Legendary logo and lockups cannot be modified, wordmark design allows some small additional design freedoms.

• Wordmarks should NEVER replace the identity of the parent agency and should always be accompanied by an agency lockup in any design.

• While the wordmark can be featured in the design, it should never be placed within the design where it competes with the agency lockup or be construed as being part of the agency lockup.

• Only branded fonts and colors that fall within the Be Legendary brand guidelines may be used in a wordmark design.

• State-branded wordmarks cannot contain any symbols, emblems or icons. Only basic shapes are allowed to enhance the design.

While every program or initiative is extremely important, a unique identifier is usually not required. Too many logos can weaken the brand and cause public confusion. Always check with the state marketing team prior to consulting with an agency for wordmark development and we’ll work with you to see if a wordmark is the next logical step for your agency, program or initiative.

E M B L E M S A N D I N S I G N I A S

Branded emblems or insignias are the next level of unique identifiers in the Be Legendary brand hierarchy after wordmarks. On occasion, a unique identifier is required for use on marketing materials such as signage, or on promotional materials that will be sold to generate revenue for or subsidize an agency or special program.

Where the design of wordmarks is limited to state-branded fonts, colors and simple shapes, emblem and insignia designs allow additional creative additions like symbols and iconography.

Strict adherence to state-branded fonts, colors and design aesthetic still applies and branded emblems or insignias should always be accompanied by the parent agency’s lockup using the same rules as wordmarks.

Also like wordmarks, it is important to note that custom branded emblems and insignias are NEVER to be used alone to identify an agency and should NEVER be created to replace an agency's logo lockup. There are very limited exceptions to this rule: most notably law enforcement, where the use of unique emblems and identifiers like badges are required by law and recognized globally.

While every special program is extremely important, a unique emblem is usually not required.

Too many logos can weaken the brand and cause public confusion. Always check with the state marketing team prior to consulting with an agency and we’ll work with you to see if a unique state-branded emblem or insignia design is the next logical step for your special program.

“Ride ND First” emblem design used on trail signs in state parks and on retail promotional materials.

P H O T O G R A P H Y

Imagery is a wonderful way to capture North Dakota’s personality – honest, real, spirited and optimistic. Our photography is people-centric. You engage with North Dakota through images as if you were in the action yourself. You see others. Or the image is a moment in time captured as if you were behind the lens. Viewers should be able to see how they can Be Legendary here. To reflect these ideas in our communications, our photography must also be.

HONEST & REAL — The image should not feel posed or staged. It should evoke a feeling of spontaneity and believability. Where possible, images should involve people and at minimum traces of humanity (a canoe on the shore, a lab coat near the door). You should feel involved in the moment, not feel like a spectator.

SP IR I TED — There is genuine energy within the frame. Composition is dynamic and surprising, not ordinary or expected. We want to capture the activity and movement of a rich, involved life.

OPT IMIST IC — Photos should showcase the opportunity of what’s happening in North Dakota and the value of diversity in age, ethnicity and culture. They should demonstrate that work done here is changing lives and capture it in a meaningful way. Precision ag can be beautiful. Technology can be expressively human.

http://www.medialibrary.nd.gov

O U R L O O K — C O L O R P A L E T T E

Color is an integral part of brand identity. The colors here reflect the palette found in the North

Dakota seasons and landscape, conveying a richness of culture and warmth. Using them will help you build a look and feel that is distinctly North Dakota. Colors evoke feelings. Ours say “North

Dakota is vibrant and inviting,” which fits our Be Legendary brand.

The following colors are approved for use in North Dakota-branded communication pieces. These colors are the core of our brand identity and should appear prominently on all communication pieces. Primary usage of the color palette is 100% of the color and varying percentages acceptable when the need arises.

is comfortable, calm and serene.

are timeless and practical.

is revitalizing and refreshing like young plants emerging in the spring.

is reflective of nature all around, emanating prosperity and stability.

evokes a feeling of deeply rooted empowerment and strength.

is airy, creating a feeling of open space and relaxation.

is inviting and optimistic.

is deeply connected to home, wholesome and genuine.

is energetic, friendly and active.

FRESHWATER BLUE

WARM GRAYS

SPRINGTIME GREEN

SUMMER GREEN

EARTHY TEAL

HORIZON BLUE

GOLDEN WHEAT

RUSTIC BROWN

HARVEST ORANGE

H O W C O L O R S M A K E U S F E E L

As a state agency, it’s our responsibility to ensure that all digital content, websites, documents, mobile apps, and social media, is accessible to individuals with disabilities. This means complying with WCAG 2.1 Level AA standards, which ensures equal access and avoids legal risk under the Americans with Disabilities Act (ADA).

All digital content, including websites, documents, and graphics, must meet WCAG 2.1 AA standards to ensure accessibility for users of all abilities. To comply with WCAG 2.1 AA, text must meet the following contrast requirements:

• Normal text: 4.5:1

• Large text (18pt+ or bold 14pt+): 3:Large text is defined as 14 point (typically 18.66px) and bold or larger, or 18 point (typically 24px) or larger.

This chart supports compliance with WCAG 2.1 AA contrast requirements. Always confirm new or modified design elements using a contrast checker prior to publication. Modified versions (tints, overlays, etc.) of ND brand colors must also be checked for accessibility.

The North Dakota Department of Commerce provides this guidance as a resource, but cannot be held liable for individual agency compliance with ADA or digital accessibility standards.

W E B C O N T E N T A C C E S S I B I L I T Y G U I D E L I N E S

Color White Contrast Ratio

WCAG AA

Compliance

Black Contrast Ratio

WCAG AA

Compliance

Rustic Brown #A8353A 6.49:1 Normal

Large 3.23:1 Large

Harvest Orange #D34727 4.46:1 Large 4.7:1 Normal

Large

Golden Wheat #FAA21B 2.04:1 Fail 10.25:1 Normal

Large

Springtime Green

#B3BD35

2.04:1 Fail 10.24:1 Normal

Large

Summer Green #709749 3.37:1 Large 6.21:1 Normal

Large

Earthy Teal #087482 5.49:1 Normal

Large 3.82:1 Large

Freshwater Blue #0E406A 10.72:1 Normal

Large 1.95:1 Fail

Horizon Blue #049FDA 3:1 Large 6.97:1 Normal

Large

Warm Grey 1 #796E66 4.95:1 Normal

Large 4.95:1 Large

Warm Grey 2 #B6B0A2 2.16:1 Fail 9.72:1 Normal

Large

C O L O R C O D E S

Our color palette is provided in a way that allows color matching to be as close as possible across all platforms. Pantone (PMS) colors are used for referencing and for exact color matching using spot colors in large print jobs. However, since most print jobs are smaller and printed using a less expensive 4-color process, CMYK values are provided. RGB values and hex codes are commonly used for Microsoft products (Word, Excel, PowerPoint, etc.) and digital platforms and content.

Please work directly with your commercial printer to ensure color matching between coated and uncoated paper.Pantone 173C Pantone 166Uvs.

COATED UNCOATED

Pantone 1807C

C24 . M91 . Y78 . K16

R168 . G53 . B58

#a8353a

Pantone 137C

C0 . M42 . Y100 . K0

R250. G162. B27

# faa21b

Pantone 299C

C81 . M18 . Y0 . K0

R4. G159. B218

# 049fda

Pantone 7490C

C61 . M23 . Y90 . K5

R112. G151. B73

#709749

Pantone 390C

C35 . M12 . Y100 . K0

R179. G189. B53

# b3bd35

Black

C0 . M0 . Y0 . K100 R0 . G0 . B0 # 000000

R211 . G71 . B39

# d34727

C88 . M40 . Y42 . K10

R8. G116. B130

# 087482

C51 . M50 . Y54 . K17

R121. G110. B102

# 796e66

C30 . M26 . Y35 . K0

R182. G176. B162

# b6b0a2

Pantone 7474CPantone 7535CWarm Gray 10CPantone 173C

C12 . M87 . Y100 . K2

Pantone 541C

C100 . M78 . Y32 . K22 R14 . G64 . B106

# 0e406a

White

C0 . M0 . Y0 . K0 R255 . G255 . B255

# FFFFFF

100%

80%

80%

60%

60%

40%

40%

100%

80%

80%

60%

60%

40%

40%

100%

80%

80%

60%

60%

40%

40%

100%

80%

80%

60%

60%

40%

40%

100%

80%

80%

60%

60%

40%

40%

100%

80%

60%

40%

100%

80%

80%

60%

60%

40%

40%

100%

80%

80%

60%

60%

40%

40%

100%

80%

80%

60%

60%

40%

40%

100%

80%

80%

60%

60%

40%

40%

100%

80%

80%

60%

60%

40%

40%

Primary usage of the color palette should always be 100% of the core brand color. However, varying percentages are acceptable when you need to create depth and visual interest in your design. Opacity percentages over both white and black are acceptable in limited use and shouldn’t go below 40% transparency to preserve as much of the original color as possible.

Transparency Percentages

Harvest Orange

Rustic Brown Horizon Blue Summer Green

Springtime Green

Golden Wheat

Warm Grey Earthy Teal Freshwater

Blue

The HEX and RGB codes provided for color percentage transparency values below 100% represent the appearance of the core brand color at reduced opacities over solid white or black. Primary usage of the color palette should always be 100% of the core brand color. However, varying percentages are acceptable when you need to create depth and visual interest in your design. Opacity percentages over both white and black shouldn’t go below 40% transparency to preserve as much of the original color as possible. For CMYK percentages used on print materials, place the color over white or black and adjust the opacity appropriately to fit your design needs. This will give you the most accurate results.

Our color palette is provided in a way that allows color matching to be as close as possible across all platforms. Pantone (PMS) colors are used for referencing and for exact color matching using spot colors in large print jobs. However, since most print jobs are smaller and printed using a less expensive 4-color process, CMYK values are provided. RGB values and hex codes are commonly used for Microsoft products (Word, Excel, PowerPoint, etc.) and digital platforms and content such as websites and digital media graphics.

R U S T I C B R O W N Pantone 1807C

CMYK: 24, 91, 78, 16

H A R V E S T O R A N G E Pantone 173C

CMYK: 12, 87, 100, 2

G O L D E N W H E A T Pantone 137C

CMYK: 0, 42, 100, 0

S P R I N G T I M E G R E E N Pantone 390C

CMYK: 35, 12, 100, 0

S U M M E R G R E E N Pantone 7490C

CMYK: 61, 23, 90, 5

E A R T H Y T E A L Pantone 7474C

CMYK: 88, 40, 42, 10

F R E S H W A T E R B L U E Pantone 541C

CMYK: 100, 78, 32, 22

H O R I Z O N B L U E Pantone 299C

CMYK: 81, 18, 0, 0

W A R M G R A Y 1 Pantone Warm Gray 10C

CMYK: 51, 50, 54, 17

W A R M G R A Y 2 Pantone 7535C

CMYK: 30, 26, 35, 0

N O R T H D A K O T A S T A T E B R A N D C O L O R P A L E T T E

T Y P O G R A P H Y

Typography is a powerful brand tool when used consistently. This set of typefaces best represents the modern, open feel of the brand and suggest that North Dakota is clean, modern and innovative.

Design Font Family – Futura The preferred typeface for designed pieces such as brochures, annual reports, digital graphics and other styled communications is Futura. Its weights display crisply and elegantly.

There are many versions of Futura. This document was created using Futura PT, available for free through Adobe Fonts with a Creative Cloud subscription. Most licensed versions of Futura are welcomed as long as document consistency and the spirit of the brand is maintained. Below are examples that are considered safe, with more stylized fonts versions like heavy, condensed and oblique only being used in limited cases where the specific design might require its use. Bold and

Extra Bold versions are always discouraged.

FUTURA PT LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

FUTURA PT LIGHT OBLIQUE

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

FUTURA PT BOOK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

FUTURA PT BOOK OBLIQUE

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

FUTURA PT MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

FUTURA PT MEDIUM OBLIQUE

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

FUTURA PT HEAVY

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

FUTURA PT CONDENSED BOOK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

Futura Now Script Light*

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

Futura Now Script Regular*

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

* Because of Futura Now Script’s heavily styled design, its use is limited to social media, merchandise and other limited design materials where appropriate. Since it’s not an appropriate font for most state-branded materials, please check with the state marketing team before use.

Correspondence fonts are widely available fonts that are to be used on written, unstyled communications. Arial and Segoe are both acceptable for use in letters, emails, digital content like our websites and some text-heavy informational documents. Correspondence fonts are recommended for use in all Microsoft Office documents to ensure your document displays properly when viewed using different computers. If Futura is desired in an Office document like a PowerPoint presentation, exporting to PDF is recommended to maintain the look and feel of the original design.

SEGOE UI REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

SEGOE UI ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

SEGOE UI BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

ARIAL REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

ARIAL ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

ARIAL BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

Correspondence Fonts – Segoe and Arial

D I G I T A L M E D I A

The most common way we communicate our brand to the public is through the use of digital media and platforms like our websites, digital ads, apps and social media. Digital media can present its own set of challenges, so it is especially important to follow the brand guidelines closely.

For the state web platform, make sure that your logo has the correct proportions and is sized properly. Always use 100% value brand colors for larger design elements like the main banner header and keep the site free from unnecessary clutter that can cause confusion.

It is important to note that federal accessibility standards require website foreground and background colors to contrast in a ratio of 4.5:1 or higher. This includes text and all design elements used for navigation, containers and backgrounds. NDIT has worked closely with the state marketing team to create templates that use specific color combinations to mitigate contrast issues. This will help to ensure that everyone can have the best possible experience navigating our web platform.

When creating content for social media, please use this guide in conjunction with the Social Media

Brand Guide to help answer any further questions regarding those specific platforms.

https://www.medialibrary.nd.gov/assetbank-nd/assetfile/120054.pdf https://www.medialibrary.nd.gov/assetbank-nd/assetfile/120054.pdf

P R E S E N T A T I O N S

While often overlooked, PowerPoint presentations are an easy way to communicate agency unity and consistent messaging through proper branding. When fonts and brand colors are used consistently across common presentation pieces like charts, graphs, headings, symbols and image frames, a presentation will exude an increased level of professionalism and help your audience ingest, understand and retain your content easier.

Because presentations are such a commonly used day-to-day method of communication, the state marketing team has created several branded PowerPoint templates for your use. Most of the time, a simple copy and paste will instantly convert any slide into one that uses branded colors and fonts, only requiring minor adjustments. These templates can also be easily be modified and adjusted to fit your specific needs.

Contact the state marketing team for access to branded PowerPoint templates or to find out how we can help make it easier for you to best represent the North Dakota – Be Legendary brand in your next presentation.

M E R C H A N D I S E

Merchandise comes in many forms. Pens, notebooks and folders – clothing, backpacks and laptop bags – mugs, flash drives, cell phone holders and face coverings. Sky’s the limit!

When choosing merchandise to represent the state brand, it’s important to follow the same approach that you would with any other design. Merchandise should be of a quality and style that best represents the same aesthetic that has been established elsewhere in this guide.

Finding exact North Dakota – Be Legendary brand color matches with merchandise can often be a challenge. The ultimate goal should always be to get as close to brand colors as possible, while favoring the right merchandise for your needs. An exact match is usually impossible, so just do your best.

In very rare circumstances, enhancements to the logo are required when reproducing it in certain ways. For example, embroidery and screen printing require specific line widths, especially when printing at smaller sizes. Whenever possible, request proofs and work with your print-shop or merchandise supplier to ensure that the final print result will properly represent the brand. And, as always, the state marketing team is available to help navigate any merchandise challenges that might arise when picking out the right item for your needs.

Be Stylish.

O F F I C E S U P P L I E S

Office supplies like letterhead, envelopes and business cards must also be brand compliant. If pre-printed supplies are not available at your office or work site, many templates for local or off-site printing are already built and available. The Central Duplicating division of the Office of

Management and Budget assists agencies with the printing of office supplies and has access to logo lockups and brand materials. It’s a great place to start for any specific home or on-site office supply needs.

1600 E. Century Avenue, Suite 6 • PO Box 2057 • Bismarck, ND 58502-2057 • 701.328.5300 • nd.gov

Commerce

Commerce 1600 E. Century Avenue, Suite 6 • PO Box 2057 • Bismarck, ND 58502-2057

701.328.5300 • nd.gov

Commerce

PO Box 2057 • Bismarck, ND 58502-2057

E M A I L S I G N A T U R E S

Email signature templates are available and include options for adding social media icons. If you need a personalized version for your agency or division, please contact the State Marketing Team.

When using dark mode, the text in your email signature will automatically adjust for readability.

The logo lockup, shown below, has been designed in a compliant format to ensure visibility and legibility across both light and dark backgrounds. To ensure ADA compliance, all text will be black.

Email addresses and websites will automatically hyperlink to the standard blue color. This update ensures improved contrast and readability for all users.

Additional email banners are available on the state media library, giving you the option to show your

North Dakota pride in a way that aligns with the state brand.

I N S P I R A T I O N

The following pages contain design examples to demonstrate how the tools contained within this guide can come together into a single brand-compliant design. While it’s impossible to cover every scenario, you can use these examples as an inspiration when approaching your next project.

Always remember that if you’re ever unsure if your project meets brand standards, you can lean on the state marketing team for constructive input to help steer you in the right direction. While brand usage can sometimes be subjective and not every question can be answered easily or immediately, we’ll be happy to work with you to figure out the best path to take together.

Be Inspired.

H E R E , T H E S K Y ’ S N O L I M I T .

ROUNDED BAR

• Use in proportions shown with a single line of copy.

• Use one of the brand colors that complements the photography.

• Outline in white when applicable.

• Should bleed off of left or right side of image and be used as a secondary thought to the headline.

• Here the rounded bar is used to add interest and highlight an important point and is secondary to the headline.

TRANSPARENCY

• Use in proportions shown with a single line of copy.

• Bar should be 100% black set to ‘multiply’ with a ‘transparency’ set between 40-80%.

• Each individual photo will contain elements like color, saturation or overall subject matter that will determine which transparency percentage works best.

Use your best judgment for readability.

• White bars (optional) can sandwich the transparency bar both top and bottom and are 1/13th the height of the main transparency bar.

• The bar should bleed off both sides of the image.

NORTH DAKOTANS ARE CHANGING LIVES. One breakthrough at a time.

In certain instances it may be necessary to add a design element to make copy readable on an image or to reinforce a key point. The horizontal bar element (rounded and square, solid and transparent) can be used to make the logo, copy or headlines more prominent in printed and digital materials. The guidelines for the rounded and overlay bars are provided to guide your use. When in doubt, follow the rule of “less is more.”

North Dakota is a global leader in unmanned aircraft systems (UAS). You might even say it’s the Silicon Valley of drone innovation, but we don’t like to brag.

40%

50%

60%

70%

The North Dakota Retirement & Investment Office uses Summer Green in many of their graphics. The two examples above are from LinkedIn showcasing their profile image, banner and a video cover. This consistent use of color reinforces brand recognition and creates a cohesive visual identity. The upward arrows in the banner symbolize growth and progress, while the clean typography and green backdrop in the video graphic maintain a professional and trustworthy tone. Together, these elements support RIO’s mission and connect their messaging to the broader “Be Legendary” North Dakota brand.

In this Facebook post the North Dakota Game and Fish Department uses Freshwater Blue and strong use of Future to share their message about "Safe Boating Week" and small clean iconography. They also use their emblem with their logo lockup.

ND Job Service uses strong branding on their interactive weekly unemployment dashboard. They then use that data and share metrics on social media breaking out larger populated counties through North Dakota.

This is an excellent example of using gradation to show data.

These four full-page ad examples from the 2024 “Hello North Dakota” tourism campaign show terrific use of brand color, fonts, photography and color transparencies over photography as an additional design element that adds depth and texture. In addition, the writing style is honest, real, spirited and optimistic – and gets to the point quickly.

This simple quarter-page ad designed by Commerce demonstrates the transparency overlay using tints of

"Springtime Green" adding interest with the dynamic shape while housing the image and drawing your attention down to the QR code.

Join the

North Dakota farmers and ranchers do more than lead the nation in growing the crops that feed the world. Their land stewardship, innovation, and pride set them apart. Be a part of our growing agritourism movement and experience the richness of sharing our agricultural heritage.

Movement

These are two examples of small banner ads from Prairie Business magazine. While there’s not much room, proper logo sizing and spacing was still maintained. They are also good examples of creative font usage to help provide visual interest with minimal information.

Relocation Opportunity for Outstanding Talent Grant ndgov.link/ROOTgrant

APPLY TODAY!

Relocation assistance in filling critical roles in the ND workforce.

This placard design was placed with winners of the Governor’s Photo Contest. Textures from photography are incorporated to add depth, the transparency overlay bar is used and there is an example as to how multiple agencies can be listed on a single design using only the Be Legendary logo.

G O V E R N O R ’ S P H O T O C O N T E S T

This contest is a partnership of the Offi ce of the Governor, North Dakota Tourism, AAA and the North Dakota Council on the Arts

The Governor’s Photo Contest for Travel and Tourism showcases North Dakota’s unique beauty through the camera lens. This annual contest is an opportunity for North Dakota photographers to Be Legendary.

These are simple brand-compliant images that can be used in email signatures to help promote the successes of your agency.

Fort Ransom State Park is located in the midst of the scenic and heavily wooded Sheyenne River Valley. The river provides abundant opportunities for canoeing, fishing, and bird watching, while a short segment of the North Country National Scenic Trail can be found within the park. During the summer, horseback riding and camping are favorite activities, while cross-country skiing is a popular winter sport. A farmstead within the park is the setting for the annual Sodbuster Days celebration with demonstrations and exhibits of homesteading life.

TRAILS

Little Twig Nature Trail (0.94 miles)

Oak Ridge Trail (0.23 miles)

Meadow Run Trail (0.33 miles)

Riverside Trail (0.25 miles)

North Country National Scenic Trail (2.2 miles)

Nelson 80 (1.28 miles)

Firebreak Trail (0.86 miles)

Ridgeline Nature Trail (0.77 miles)

Redetzke Ridge Trail (2.84 miles)

Pederson Hills Trail (1.36 miles)

Spur Trail (0.39 miles)

North Fork Trail (1.64 miles)

Valley View Trail (0.78 miles)

Southgate Trail (0.41 miles)

Willow Slough Trail (0.72 miles)

White Trail Loop (0.46 miles) FOLLOW US!

FORT RANSOM

STATE PARK

@prdfrsp

Two miles north of the community of Fort Ransom

5981 Walt Hjelle Parkway

Fort Ransom, ND 58033

(701) 973-4331 · frsp@nd.gov

CAMPING

Modern Horse Campsites Cost: $25-30/night

Primitive Horse Campsites Cost: $15/night

Modern Group Campsites Cost: $25-30/night*

Primitive Group Campsites Cost: $15/night* *Pricing is per night, per unit

CABINS

Nils Olson Cabin Sleeps: 2 (futon) Cost: $45/night Amenities: fire ring, picnic table, refrigerator

Bjone House Sleeps: 6 (3 queens) Cost: $135-150/night Amenities: air conditioning, deck, full bathroom, full kitchen, gas grill, gas stove, heat

Percheron Wagon Sleeps: 4 (1 king, 2 twins) Cost: $100-115/night Amenities: refrigerator, microwave, table, heat, air conditioning

YURTS

Pederson & Redetzke Yurts Sleeps: 6 (2 fulls, 1 pull out couch full) Cost: $135-150/night Amenities: air conditioning, deck, electricity, fire ring, full bathroom, full kitchen, gas fireplace, accessible, heat, loft, picnic table

ADDITIONAL PARK AMENITIES

Playground, dog park, RV dump station, amphitheater showers & flush toilets, visitor center

@clammers15

#SheyenneRiverFest

@ndparks_Rec

Standard Campsites Cost: $25-30/night

Primitive Campsites Cost: $15/night

MEETING ROOM

Cost: $100/day

Seats: 16, Available: year round Rental includes: 65” TV monitor and WiFi

HORSE INFORMATION

Two corrals are assigned to each campsite in the Riverside Campground. If bringing a horse into the park, a permit is required.

Daily Horse Permit: $6/horse Annual Horse Permit: $30/horse

SUNNE FARM

Tours of the Sunne Farm homestead are offered on weekends during the summer, and the semi-annual Sodbuster events bring early pioneer heritage to life.

Sodbuster Days

June 12-13 September 6-7

FEATURED EVENTS

Christmas in July

July 25-27

Kid’s Weekend & RiverFest August 2-3

@ndparks_rec

@threefold

#SodbusterDays

@eyecandyartwork

RENTAL EQUIPMENT

10 single kayaks $32/half day, $50/full day

Life jackets and paddles included.

10 cross-country skis $15/day

Above are two pages from the 2025 State Parks Guide. Gradations of Rustic Brown are used to help identify the section, with usage of brand compliant fonts and strong visual imagery.

The two brochure pages above from Health and Human Services demonstrate a strong use of Freshwater Blue and Harvest Orange as the primary color story, complemented by subtle accents of Warm Grey. The layout also showcases appropriate font usage and impactful visual imagery to effectively convey the message.

S H E R R Y N E A S , D I R E C T O R • S N E A S @ N D . G O V • 701 . 3 2 8 .172 6

CENTRAL DUPLICATING

Central Duplicating provides state agencies with economical and efficient printing and mailing services. Central Duplicating offers graphic art services, offset and digital printing, and a wide variety of finishing services. Central Duplicating prints mainframe and local area network (LAN) reports and checks.

CENTRAL SUPPLY

Central Supply is a centralized storeroom within the State Capitol that provides commonly used office and paper supplies to state agencies.

CENTRAL MAILROOM

Central Mailroom provides state agencies with mail services. Centralized mail staff and Central Duplicating staff work closely together to provide efficient and streamlined services.

STATE PROCUREMENT OFFICE

State Procurement Office establishes procurement rules, policies, training and online procurement information systems.

State Procurement Office makes purchases for state agencies and establishes state contracts for commonly used commodities and services to ensure efficient, cost-effective purchasing. State Procurement provides training to agency procurement officers and provides vendors with information on doing business with the state.

STATE SURPLUS PROPERT Y

State Surplus Property acquires state and federal surplus property for redistribution to state agencies, political subdivisions, other eligible recipients, and the public, in accordance with the applicable state and federal guidance.

State Surplus Property also manages the Federal Law Enforcement Support Office (LESO) 1033 program, which provides equipment to entities with law enforcement responsibilities.

CENTRAL SERVICES DIVISION

ADMINISTRATION

The director of OMB is a member of the governor’s cabinet. The director provides vision, leadership and direction in developing the executive budget recommendations and overseeing accounting and financial reporting. The director leads the high-performing team at OMB that maintains the Capitol complex and grounds, provides centralized purchasing services, guides human resource training and recruitment, and oversees claims through the Risk Management Fund.

The executive assistant ensures the OMB director and executive team are provided with the resources necessary to effectively accomplish OMB’s mission.

OMB communications is responsible for all aspects of communications within OMB. This includes internal communications with OMB team members, and external communications with the general public, media, legislators, civic groups and stakeholders. OMB communications work with each of the five divisions to prepare and provide vital information and transparency in state government. OMB communications also handles all Team ND-level communications, working closely with other agencies to keep state team members informed and engaged.

BUDGET

The executive budget serves as a statewide financial plan for state services. It is presented to the legislature prior to the start of each legislative session. In preparation of the biennial executive budget, the budget team provides budget guidelines for the development of agency budget requests.

Other major functions of the budget team include the preparation of state revenue forecasts, review of state management and organizational structures, assistance to and supervision of agencies in the execution of the budget, and the preparation of frequent comparisons of projected and actual revenues and expenditures.

S U S A N S I S K , D I R E C T O R • S S I S K @ N D . G O V • 701 . 3 2 8 . 4 6 0 6

ADMINISTRATION & BUDGE T

F O R T H E B I E N N I A L P E R I O D O F

J U LY 1, 2 021 T H R O U G H J U N E 3 0 , 2 023

2 0 21 - 23 B I E N N I A L R E P O R T

S U S A N S I S K , D I R E C T O R M O L LY H E R R I N G T O N , C H I E F P E O P L E O F F I C E R • M H E R R I N G T O N @ N D . G O V • 701. 3 2 8 . 4 735

Human Resource Management Services (HRMS) provides comprehensive HR services to agencies in the areas of human resources strategy, talent management, talent development, talent acquisition, organizational effectiveness, total rewards, operations and digital platforms, and maintains the state’s HR systems.

TALENT MANAGEMENT AND DEVELOPMENT

• Performance documents are created and maintained by HRMS in the PeopleSoft ePerformance system.

• Enterprise Learning Management (ELM) is an internet-based training management solution that allows agencies to manage learning information in a central location. Team members sign up for classes approved by their manager, managers can enroll team members, or designated administrators may enroll learners. Agencies can upload online, web-based, and instructor-led training.

• HRMS provides a variety of training to state agencies based on need and request. In addition to classroom style, virtual instructor-led and on-demand web-based trainings are also offered.

• HRMS collaborates with agency partners to plan, develop and implement statewide recruiting strategies and talent pipelines.

• HRMS is committed to building a strong statewide employer brand, identifying and leveraging multiple sourcing channels and working with talent management and agency leadership to define selection criteria to successfully bring top talent to Team ND.

TALENT ACQUISIT ION

• HRMS participates in career events for college students and the public, and career events for high school and middle school students.

• The North Dakota State Government Student Internship Stipend Program continues to provide many benefits and offer significant value to students and state agencies. Students have the opportunity to gain hands-on, real-world experience, while agencies are able to acquire a new source of talent to deliver on agency goals and objectives.

TOTAL REWARDS AND OPERATIONS AND DIGITAL

• HRMS provides survey data and analysis used in formulating recommendations for the state compensation plan for state team members.

• HRMS reviews positions and job classifications as jobs and occupations evolve. Positions and job classes are reviewed at monthly meetings of the Job Evaluation Committee (JEC).

• HRMS is responsible for the development and administration of strategies and programs that serve to align compensation, benefits, well-being, development, recognition, and rewards to attract, motivate, engage, and retain team members.

• HRMS facilitates Universal Policy development and maintains Administrative Code language applicable to HR related topics.

• HRMS facilitates the statewide shared leave program that allows team members to donate and receive leave hours.

• HRMS analyzes and compiles HR data and metrics to drive data-based decisions.

• HRMS drives HR business systems and process automation to enhance efficiency and effectiveness of HR operations.

• HRMS maintains Team ND’s engagement and other surveys.

HUMAN RESOURCE MANAGEMENT SERVICES

The two pages above from the OMB 2021-2023 Biennial Report demonstrates…