Logo usage, guidelines, and media files

Reference these guidelines for the visual identity usage and naming for Children’s Minnesota. You can also view our brand guidelines PDF for more information.

Use of our name

Use of the Children’s Minnesota name

Always use the full, corporate name: Children’s Minnesota. Always spell out the word Minnesota in the name; never use MN (exception: childrensMN.org URL). Second and subsequent references should be Children’s Minnesota. Do not use or say only the word Children’s to refer to Children’s Minnesota.

Use of our logo

Downloading our logo

To download our logo or photo, click on the appropriate version below and it will open in a separate window where you can “Save As”.

The preferred version of the logo is the two-color version. The colors used are specific Pantone^© shades of blues (Dark blue PMS 280 and Medium Blue 2925).

One color

An acceptable alternative to the two-color version is to reproduce the entire logo in either Dark Blue PMS 280 or Medium Blue PMS 2925.
When color reproduction is unavailable, an all-black version may be used. Always maintain sufficient contrast in order to preserve legibility of the logo. The all-black version is the preferred choice when the logo will appear in materials using colors other than Children’s Minnesota primary colors. Additional one-color applications may be allowed with permission from the marketing and communications department.

Reversed white

A reversed white version may be placed over graphics, imagery or colored background, provided the background supplies enough contrast.
Background contrast is critical to preserve the legibility and integrity of the Children’s Minnesota logo.
Do not reproduce the logo against low contrast backgrounds.
The logo must also always appear at full strength; screening and shading are not allowed.

When color reproduction is unavailable, an all-black version may be used. Always maintain sufficient contrast in order to preserve legibility of the logo. The all-black version is the preferred choice when the logo will appear in materials using colors other than Children’s Minnesota primary colors.

A reversed white version may be placed over graphics, imagery or colored background, provided the background supplies enough contrast. Background contrast is critical to preserve the legibility and integrity of the Children’s Minnesota logo. Do not reproduce the logo against low contrast backgrounds. The logo must also always appear at full strength; screening and
shading are not allowed.

Area of non-interference

Clear space frames the logo, separating it from other elements such as headlines, text, imagery and the outside edge of printed materials.

To ensure that the Children’s Minnesota logo stands out, allow for an area of non-interference that is at least equivalent to the full height of the letter “C” in “Children’s” as shown.

Color, typography and sizing

Color palette

Primary colors:

PMS 2925 | HEX #009cde | RGB 0/156/222 | CMYK 85/21/0/0

PMS 280 | HEX #012169 | RGB 1/33/105 | CMYK 100/85/5/22

Typography

For maximum consistency with the brand identity. Children’s Minnesota uses multiple typefaces — including regular, italic and bold weights — for optimum flexibility.

Use Trade Gothic Bold Condensed No.20 as a title and headline typeface for brochures and other highly visible materials.
Use Georgia Regular or Avenir Roman for body copy in brochures and other highly visible materials

Sizing

The size and position of the Children’s Minnesota logo is important. Always enlarge or reduce the size of the logo proportionately. Never stretch or distort the logo. The logo can be reduced to no smaller than .75” (inches) wide. There are no maximum size restrictions, as long as areas of non-interference are maintained.