The Oregon Secretary of State is one of three constitutional offices created at statehood. Oregon’s Secretary of State is Oregon’s chief elections officer, chief auditor, and oversees the State Archives and the Oregon Corporation Division.
The Brief
Create a cohesive brand for the entire Oregon Secretary of State agency that allows unique brand expression for each division but unifies the divisions so that it is apparent they are part of the Oregon Secretary of State’s office.
Skills
Brand Strategy
Brand Identity
Art Direction
Logo Design
Year & Timeline
2024, 11 months
The Problem
The Oregon Secretary of State has never had a logo or brand that is distinctive to the agency. It uses the Oregon State Seal, which is utilized by all Oregon state agencies in some form, but it does not have its own unique brand that can be applied across the agency’s five divisions.
The Research
During a two-month period, I conducted qualitative research, focusing on internal and external audits and researching the landscape of government and nonprofit branding to understand our brand positioning. The culmination of this effort was numerous discussions with agency stakeholders.
After several months of design iterations, we surveyed both internal staff and the public about the brand. We found that many were hesitant about the change, but overall, the new brand identity aligned with our key goals for a successful rebrand.
“GREAT JOB. It's very easy to follow, very easy to see your intentionality, looks great, and is even well explained within the Brand Guidelines. ”
— Ryan, Corporation Division's Modernization Business Analyst
The Outcome
A flexible yet accessible agency brand that unifies the divisions of the Oregon Secretary of State’s office under one identity—one that Oregonians from all walks of life and with all needs can trust.
