5IVE | The Minneapolis Foundation Rebrand
As the Foundation’s Centennial celebration neared its end, we were tasked to envision the organization’s brand identity for the next 100 years.
Minneapolis, Foundation, Rebrand, Design, Logo, Stationery, Agency
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The Minneapolis Foundation | 5IVE | Rebrand | Minneapolis, MN

One of the first community foundations in the world, The Minneapolis Foundation brings people together to unite behind common goals and spark positive change in their community.

The Challenge

 

As the Foundation’s Centennial celebration neared its end, we were tasked to envision the organization’s brand identity for the next 100 years.

The Solution

 

After taking into consideration the equity and positioning of the brand, we moved to assessing the strength of the current logo from a design standpoint. The results of the assessment led to a recommendation that excluded a complete redesign and instead approached the project as a brand “face-lift” – keeping existing key elements as guidelines for the new look.

The Minneapolis Foundation | 5IVE | Rebrand | Minneapolis, MN

The logo presented an opportunity to be simplified. “The” was dropped from the name and the three separate squares were transformed into one circle – designed to represent the unity and diversity of the community as a whole.

 

The previous river “M” graphic was evolved to serve as a secondary brand element. The design consisted of overlapping circles of various sizes meant to represent the dynamic and diverse community – from donors, to partnering organizations, residents to community and business leaders – all with an equal place and equally vital role.

The Minneapolis Foundation | 5IVE | Rebrand | Minneapolis, MN
The Minneapolis Foundation | 5IVE | Rebrand | Minneapolis, MN
The Minneapolis Foundation | 5IVE | Rebrand Pocket Guide | Minneapolis, MN

The color refresh reflected the bold, modern and confident attitude to the foundation’s brand – setting a new tone for the next 100 years of community impact.

 

For a more in-depth look at the rebranding check out this blog post.