When citizens think of government, efficiency isn’t always top of mind. Yet, the State of Tennessee wanted to be more effective for citizens by taking multiple marks and creating one consistent graphic identity to strengthen their brand.
Creating the first identity system for the state was a huge ask. The system had to bring together 23 individual departments, and it had to include brand guidelines and sub-logos for each department. The system also needed to work across all applications, such as signage, brochures, letterhead, computers and more.