The Minnesota Star Tribune’s new branding reflects a pursuit of knowledge, truth and a vision for a better future. We are both witnesses and storytellers, capturing the moments that shape our shared experience as Minnesotans. Because only we can reach every corner of the state to reflect all of Minnesota’s past, present and future.
Our logotype is a modern and clean representation of our brand. It is based on a clean and modern sans serif font with unique adjustments to improve readability, add visual rhythm and create cohesion with the logo mark.
People call us “the Strib.” It’s a pretty unique acronym for our brand, so we’re embracing it.
This mark reflects our brand positioning statement, “North Star Rising,” which positions us as the news source of choice for the Midwest’s leading state. It symbolizes a symmetrical and nuanced approach to reporting and represents our efforts to reach all corners of Minnesota equally.
Our primary color palette is primarily black and white to reflect the transparency and clarity of our product and to highlight the content within. It is accented by a modern and inviting green palette for a pop of color and a connection to our brand story. Our secondary color palette adds additional utility and symbolic meaning to our brand system. Additional greens are used for data visualization and illustration. Additional colors represent specific themes such as politics and local sports.
Our brand is brought to life through three main typeface families:
Born on a lake, where else, Stribby is the only species of duck (Duckus duckus, gray duckus) native to and found only here in Minnesota. Taking his cue from the North Star, Stribby hiked the Mississippi River Trail from the Twin Cities and suburbs to villages and townships and everywhere in between — experiencing firsthand the connections between all Minnesotans. Representing the heart and voice of the North, Stribby prefers to listen rather than chatter (or talk), seeking out stories, opinions and perspectives from every corner of our great state. Stribby believes that the best journalism, just like the best vegetables, beer and restaurants, is locally grown, made and owned.
