The Minnesota Star Tribune
Re-imagining a 157 year-old local news outlet to connect all of Minnesota.
The Star Tribune faced a unique challenge: maintaining its legacy as a statewide institution while confronting perceptions of serving only a narrow metro audience. Renaming it “The Minnesota Star Tribune” marked the first step in signaling a broader, more inclusive mission.
The updated star mark signals an ambition to connect across the North Star State. A custom wordmark complements the symbol, echoing its geometry and bringing clarity and cohesion to the full logo system.
Color A core grayscale palette keeps content in focus, while a range of greens—optimized for data—adds clarity and energy. Secondary colors help organize content areas like sports and politics, and expand into expressive gradients for marketing moments.
Typography A versatile typographic system uses Publico and Graphik to cover a wide range of content and messaging. Varying widths and weights create clear distinction across formats, while maintaining a cohesive voice throughout.
The Heart and Voice of the North Platform The go-to-market strategy paired clever messaging with contextual placements—reinforcing the brand’s commitment to quality journalism and its vision to reach every corner of the state.
Agency: Colle McVoy / Code & Theory
Design Director: Matthew Ulstad, Ed Bennett
Senior Designer: Paul Hudachek
Creative Director: John Neerland