2024 B R A N D G U IDE || 01-19-24 1

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This styleguide is a tool to help direct and streamline the implementation
of Willmar’s new branding. Inside you’ll find assets, templates, guidelines
and detailed specifications to help ensure a seamless rollout for your new
brand. Following the guidelines within this document will ensure brand
integrity for years to come. We recommend downloading all logo and
template links within this document to a dedicated Willmar computer.

This guide is a living document and can be modified as new needs appear.
If there is something that isn’t covered within these pages please contact
either Jeff, Lucas or Holly at Replace. Thank you in trusting Replace to
develop your new brand. Cheers!

Jeff Johnson Lucas Richards Holly Husbands

E: jeff@designreplace.com E: lucas@designreplace.com E: holly@designreplace.com
P: 612-724-3444 P: 612-724-3444 P: 612-724-3444
A: 5008 South 34th Ave. A: 5008 South 34th Ave. A: 5008 South 34th Ave.
Minneapolis, MN 55417 Minneapolis, MN 55417 Minneapolis, MN 55417

2
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Table Of Contents

Brand Strategy Pyramid.............................................................................4

Logo................................................................................................... 5-27
Color.................................................................................................28-30
Typography........................................................................................ 31-35
Graphic Assets ...................................................................................36-44
Photography...................................................................................... 45-50
Brand Applications..............................................................................51-86
Stationary and Advertising............................................................................51-69
Signage.........................................................................................................70-75
Apparel Examples..........................................................................................76-78
Digital Assets................................................................................................79-86

2024 B R A N D G U IDE || Table of Contents 3

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BR AND STR ATEGY
PYR AMID

A quick overview of how we want to position

the City of Willmar’s brand in the market-
place. This one page document highlights A dynamic regional center, Willmar fosters community collaboration to elevate education, industry, and life-

POSITIONING
style. With robust agricultural roots, our hidden gem offers scenic landscapes from lakes to parks. We're a
the strengths, hopes and ideals of the com-

BRAND
refuge of unity, nurturing family ties and limitless opportunities. From outstanding education and recrea-
munity. tional offerings to proactive community engagement, we stand as a thriving hub where tradition and innova-
tion harmoniously flourish. Welcome to Willmar, Minnesota’s Crossroads!

PILLARS
COMMUNITY SHOWCASING NATURAL CULTURING GROWTH

BRAND
COLLABORATION BEAUTY & BALANCE & DEVELOPMENT

We are a collaborative community
MESSAGING that involves all stakeholders for the
BRAND improvement of our schools, commu-
nity, and county. We unite residents to
help enrich our schools, community,
and county. Residents' genuine care
drives collective progress.
This is a place where tradition and
innovation coexist seamlessly. Explore
an inviting haven where unity thrives,
where family ties are nurtured, and
where opportunities are limitless.
With an eye on our green spaces and
main street, we strive to preserve and
improve all our amenities. Whether it’s
adding new park and trail features or
breathing new life into our historic
downtown. There is plenty of room for
future opportunities in Willmar and we
strive to do our best to promote them.

1. The City of Willmar serves as the hub of Kandiyohi 3. Our city, regional and state parks close by are treasures.
County offering road, air and train transportation. This We work to help expand and protect these to ensure future
KEY THEMES

allows the City to be competitive for new business and generations recreational opportunities
BRAND

industry.
4. We are rooted in agriculture & growing in innovation.
2. Our community continues to grow with every census and Our robust agricultural systems contribute to the area's
our diversity in that community continues to grow as well. vibrancy, aligning with our commitment to innovation.
VALUES
BRAND

AGRICULTURAL INDUSTRIAL PROMOTING RECREATIONAL

EDUCATION
SUCCESS GROWTH DIVERSITY OPPORTUNITIES

2024 B R A N D G U IDE || Brand Strategy Pyramid 4

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LOGO

5
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LOGO EXPLANATION
& FILE STRUCTURE
Given the amount of logo files we have, this
page offers a short explanation on how we
structured the folders as well as what logos to
use for what purpose. The file directory may
look different depending what computer is
used but the structure should remain the
same.
These folders house the
various logo lock-ups and
stamp files.
We’ll want to use our
primary logos most of the
time however every logo in
this guide is present. Use
the styleguide to help
determin which logos work
best for specific applica-
tions.
With our Welcoming
lock-ups, please ensure
that a computer with the
font Verlag installed is
used to ensure brand
accuracy. Also, that
computer will need adobe
illustrator installed on it.
LOGO || File Directory Instructions
These folders house all the
variations for each
logotype lock-up shown in
this styleguide. The names
should correspond with the
pages in this styleguide.
For each lock-up, logotype and These are the file formats for All the various colors for a specific
logomark we have created folders each logo. This example is what logo lock-up are here. These
for various color modes. Some are our RGB folders will look like. lock-ups generally contain both 1
for printing purposes but some are They include vector .ai and .pdf and 2 color logo files. All .pngs
for digital applications. files as well as .pngs for applica- have a transparent background.
tions such as Microsoft Word or
FOR PRINT use the CMYK or Powerpoint. These .pngs are great for Micro-
PMS files as they’re spec’d in our soft applications, web and social
Pantone colors or CMYK colors media but should usually not be
from our styleguide. The EPS, .AI used for print .
and .PDF files should be used as
they’re set up as vector files that
will print crisply at any size.
Use coated pms colors when
printing on coated materials such
as billboards, pens, apparel, etc.
Use uncoated PMS colors when
printing on uncoated paper stocks.
*When printing with our Pantone
files it’s always recommended to get
ink drawdowns from the printer
before the print run starts.
FOR DIGITAL use our RGB
.PNG files. These higher res .pngs
will work well for web and social
media needs. Do not scale these
files up. If a larger size is needed
use the RGB .ai or .pdf files.
6
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LOGOTYPE

The unique and bold logotype mimics the

Willmar signage on the BNSF railyard build-
ing that is one of the first things you see
when entering Willmar from the East.

This type is designed to be easily legible in

small spaces.

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
0.75” wide or 54px 0.5” wide

LOGO || Logotype 7
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LOGOTYPE
LOCK-UPS 1 & 2

Our primary lock-ups for Willmar Minnesota.

One is ideal for left aligned applications
while two works well in a variety of spaces,
especially center aligned on a page.
MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
1” wide or 72px 0.75” wide

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
1.75” wide or 125px 0.5” wide

LOGO || Logotype Lock-up 1 & 2 8

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LOGOTYPE
LOCK-UPS WITH
TAGLINE 1 & 2
MINNESOTA’S
CROSSROADS
Logotype lock-ups using our tagline. Ideal for
more horizontal spaces.

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
2” wide or 144px 1.25” wide

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
1.25” wide or 90px 0.75” wide

LOGO || Logotype Lock-ups (Tagline) 9

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LOGOTYPE
LOCK-UP 3

Our full logotype lock-up to be used when

we want to include tagline and est. date.

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
1.75” wide or 126px 1” wide

LOGO || Logotype Lock-up 3 10

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LOGOMARK
SPECIFICATIONS

We created a unique W that reflects the tag-

line, Minnesota’s Crossroads. Given the
industrial history of the town, we’ve designed
our W to incorporate that strength while
retaining a heart. With the heart icon and
given the position of Willmar in Kandiyohi
County, we can then say things like “Visit the
Heart of Kandiyohi County”, “At the Heart of
Kandiyohi County”, etc.

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
0.5” wide or 36px 0.25” wide

LOGO || Logomark Specifications 11

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HORIZONTAL
LOGO LOCK-UP 1

Our primary horizontal lock-up with only the

logomark and logotype.

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
2” wide or 144px 1” wide

LOGO || Horizontal Logo Lock-up 1 12

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HORIZONTAL LOGO
LOCK-UPS 2 & 3

Horizontal lock-upS with the logomark and

more detailed logotype.

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
2” wide or 144px 1.25” wide

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
2.5” wide or 180px 1.5” wide

LOGO || Horizontal Lock-ups 2 & 3 13

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VERTICAL
LOGO LOCK-UP 1

Our primary vertical lock-up with only the

logomark and logotype.

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
1.25” wide or 90px 0.75” wide

LOGO || Vertical Logo Lock-up 1 14

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VERTICAL LOGO
LOCK-UPS 2 & 3
MINIMUM SIZING SPECS

These lock-ups are ideal for more vertical

applications and should be center aligned in
whatever application their used on.

FOR WEB FOR PRINT

No smaller than No smaller than
1.75” wide or 126px 1” wide

MINIMUM SIZING SPECS

FOR WEB FOR PRINT

No smaller than No smaller than
1.75” wide or 126px 1” wide

LOGO || Vertical Logo Lock-up 1 15

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CURVED LOGOTYPE
& LOCK-UPS MINIMUM SIZING SPECS

FOR WEB FOR PRINT

These lock-ups are ideal for center aligned No smaller than No smaller than
applications. They would be ideal for t-shirts 1” wide or 72px 0.5” wide
and square ad-like objects.

MINIMUM SIZING SPECS

MINNESOTA’S CROSSROADS

FOR WEB FOR PRINT

No smaller than No smaller than
2” wide or 144px 1.25” wide

MINIMUM SIZING SPECS

FOR WEB FOR PRINT

No smaller than No smaller than
1.5” wide or 108px 1” wide

LOGO || Curved Logotype Lock-ups 16

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WELCOMING L ANGUAGE
LOCK-UPS
WELCOME TO V I S I T L O V E LY

For our invitational language we’re using

Verlag Black as our typeface. This allows
everything to appear seamless.

These are just a few examples using various

phrasing. It’s recommended that longer
phrases be broken up into multiple lines if
needed. We can also use this as an opportu- E THE L AKES
nity to swap our tagline around. WELCOME TO THE CIT Y OF WHER

HEART OF K ANDIYOHI COUNT Y

MEET THE PR AIRIE

YOU’RE INVITED TO COME ON OV ER TO

MINNESOTA’S CROSSROADS

LOGO || Welcoming Lock-ups 17

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STAMP LOCK-UPS

Stamps to be used a variety of ways. Any of

these would make great embossers or inked
stamps for stationary and other special appli-
cations. Even though we are moving forward
with Minnesota’s Crossroads we we can play
with the language a bit in these applications.

E THE L
R A
E W
ELC
OME T
O

KE
WH

S
ME

E
RI
T I
E THE PRA

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
1” wide or 72px 0.75” wide

LOGO || Stamp Lock-ups 18

Page 418 of 487
USING THE STAMPS DO DON’T

WITH LOGOTYTPE
LOCK-UPS

Some rules to follow when pairing the stamps

Use the stamps that contain our tagline with logotype To avoid redundancy, don’t use the Minnesota Crossroads
with our logo lock-ups.
lock-ups that do not. stamps with logotype lock-ups that contain the tagline.

Use the stamps that contain our other language with Don’t use the stamps with lock-ups containing the logomark.
logotype lock-ups that have our tagline.

Feel free to rotate the stamp to a reasonable degree. Overlap the stamp artwork with any of the logotype. There
may be specific situations where this could be acceptable.

Use the stamps as stand-alone marks. Don’t use more than 1 stamp on a single page.

LOGO || Using Our Stamps 19

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DEPARTMENT
LOGOTYPE LOCK-UPS PARKS &
RECREATION

Logotypes for the various city departments. PARKS & CIT Y PL ANNING &
We have special logomarks for each, however RECRE ATION CLERK DE VELOPMENT

we may want to use these lock-ups for sim-

HUM AN PUBLIC FIRE
pler approaches. RESOURCES WORKS DEPARTMENT

ENGINEERING ADMINISTR ATION WA STEWATER

POLICE FINANCE INFORM ATION

DEPARTMENT DEPARTMENT SYSTEMS

PARKS & RECREATION

PA R K S & R EC R EATION H U M A N R E SOU RC E S E NG I N E E R I NG PO LIC E DE PA R TM E NT

CIT Y C LE R K ’ S OF FIC E A DM I N I S TR ATION PL ANNING & DEVELOPMENT FI R E DE PA R TM E NT

PU B LIC WOR K S WA S TE WATE R FI N A NC E DE PA R TM E NT I N FO R M ATIO N S YS TEM S

LOGO || Department Logotype 20

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DEPARTMENT
LOGOMARKS

One of the beautiful things with our logo- PA R K S & R EC

HUMAN
RESOURCES
ENGINEERING PL ANNING & DEV
mark is it’s ability to swap our heart out for
other icons. We’ve created specific icons for
each city department to help distinguish
them while keeping the look and feel of
everything consistent.

WA S T E WAT E R
CIT Y CLERK P O L I C E D E P T. F I R E D E P T.

P U B L I C WO R K S F I N A N C E D E P T. A D M I N I S T R AT I O N I N F O R M AT I O N S YS T E M S

MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
0.5” wide or 36px 0.25” wide

LOGO || Department Logomarks 21

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HORIZONTAL
DEPARTMENT
LOCK-UPS

Horizontal lock-ups for our department PARKS & RECREATION

branding. We’re taking this opportunity to
show our our lock-ups in their department
colors. We’ll eleborate more on these colors
in the COLOR section. MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
2” wide or 144px 1.25” wide

PA RKS & RECREATION HUM A N RESOURCES ENG INEERING

CIT Y CLERK’ S OFFICE A DMINISTR ATION PL ANNING & DEVELOPMENT

PU BLIC WORKS WA STE WATER FIN A NCE DEPA RTMENT

POLICE DEPA RTMENT FIRE DEPA RTMENT INFORM ATION SYSTEMS

LOGO || Department Lock-ups 22

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VERTICAL
DEPARTMENT
LOCK-UPS MINIMUM SIZING SPECS

Vertical lock-ups for our department

branding. PA R K S & R EC R EATI O N

PA R K S & R EC R EATIO N

PARKS & RECREATION FOR WEB

No smaller than
FOR PRINT
No smaller than
1.5” wide or 108px 0.75” wide

POLICE DEPA RTMENT

LOGO || Department Lock-ups 23

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DEPARTMENT
NING & D
STAMP LOCK-UPS AN

EV
PL
Stamps to be used with department specific
materials.

TEWATE
AS

R
MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
No smaller than No smaller than
1” wide or 72px 0.75” wide

LOGO || Department Stamps 24

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ALL PRIMARY LOGO LOGOTYPE LT 2 CENTER ALIGNED LOGOMARK

LOCK-UPS

All our primary logo lock-ups and links to

where to find the files for each. These ver-
sions should be used in the majority of our LT W/TAG 3 HORIZONTAL LOCK-UP 1
applications.

HORIZONTAL LOCK-UP 2 VERTICAL LOCK-UP 1

CURVED LOCK-UP 1 VERTICAL LOCK-UP 2

LOGO || All Primary Lock-ups 25

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ALL SECONDARY LT W/TAG 1 LT1 LEFT ALIGNED CURVED LOGOTYPE

LOGO LOCK-UPS

All our LOGO LOCK-UPS and links to

where to find the files for each.

LT W/TAG 2 HOR _ LOGOLOCKUP3

VERT_ LOGOLOCKUP3 CURVED LOCKUP 2

LOGO || All Secondary Lock-ups 26

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LOGO USAGE

Don’t adjust proportions of elements individually. Don’t move elements of our lock-ups individually.
Guidelines to be aware of when using any of
the non stamp logo lock-ups.

Use only recommended colors. Also we recommend Follow the color guidelines in the following
using a maximum of 2 colors with all our lock-ups. section when choosing colors for our logo.

Don’t rotate our logo lock-ups. There may be some Don’t stretch or squish our logos.
pattern exceptions to this rule.

Harsh drop shadows and other effects aren’t Be aware of minimum sizing specs. Don’t shrink
recommended. logos smaller than those values.

LOGO || Logo Usage 27

Page 427 of 487
COLOR

28
Page 428 of 487
 Uncoated PMS: Uncoated PMS: Metallic PMS: 871 C & U Uncoated PMS:
COLOR SPECIFICATIONS

PUBLIC WORKS COLOR

INFORMATION SYSTEMS COLOR

N/A U 294 U 7738 U
Uncoated PMS:
Coated PMS: Coated PMS: 7752 U Coated PMS:
N/A C 654 C 7730 C
Coated PMS:
C: 0 C: 100 7753 C C: 69
M: 2 R: 255 M: 90 R: 34 M: 25 R: 87
Y: 4 G: 248 Y: 30 G: 49 C: 29 Y: 75 G: 136
K: 0 B: 241 K: 0 B: 100 M: 30 R: 185 K: 0 B: 88
Y: 85 G: 162
Hex: FFF8F1 Hex: 223164 K: 0 B: 75 Hex: 578858
All RGB, CMYK, PMS & Hex values for the Paper Stock: Neenah Classic Paper Stock: Mohawk Keaykolour Hex: B9A24B
City of Willmar’s new colors. Our 4 primary Crest “Natural White” “Royal Blue”

colors are at the top while our secondaries

are below. Uncoated PMS: Uncoated PMS: Uncoated PMS: Uncoated PMS:
7536 U 2935 U 165 U 577 U

ENGINEERING COLOR

CITY CLERK COLOR

Coated PMS: Coated PMS: Coated PMS: Coated PMS:

POLICE COLOR

FIRE COLOR
7536 C 2935 C 171 C 5777 C

C: 30 R: 176 C: 95 R: 34 C: 0 R: 231 C: 50 R: 126

M: 30 G: 166 M: 80 G: 74 M: 75 G: 102 M: 30 G: 137
Y: 40 B: 144 Y: 10 B: 1174 Y: 85 B: 59 Y: 75 B: 89
K: 0 K: 0 K: 0 K: 10

Hex: B0A690 Hex: 224A8F Hex: E7663B Hex: 7E8959

Uncoated PMS: Uncoated PMS: Uncoated PMS: Uncoated PMS:

HUMAN RESOURCES COLOR

416 U 295 U 5135 U 7731 U

WASTEWATER COLOR

PARKS & REC COLOR

PLAN & DEV COLOR
Coated PMS: Coated PMS: Coated PMS: Coated PMS:
416 C 295 C 5205 C 7733 C

C: 50 R: 118 C: 100 R: 3 C: 45 R: 122 C: 75 R: 62

M: 44 G: 119 M: 85 G: 40 M: 55 G: 100 M: 35 G: 101
Y: 55 B: 105 Y: 40 B: 75 Y: 45 B: 108 Y: 75 B: 72
K: 14 K: 40 K: 10 K: 20

Hex: 767769 Hex: 03284B Hex: 7A646C Hex: 3E6547

Uncoated PMS: Uncoated PMS: Uncoated PMS: Uncoated PMS:

447 U N/A Opaque White Black U 7734 U

Coated PMS: Coated PMS: Coated PMS: Coated PMS:

FINANCE COLOR
ADMIN COLOR

418 C N/A Opaque White Black C 7736 C

C: 60 R: 77 C: 0 R: 255 C: 0 R: 35 C: 80 R: 39
M: 50 G: 79 M: 0 G: 255 M: 0 G: 31 M: 45 G: 73
Y: 65 B: 69 Y: 0 B: 255 Y: 0 B: 32 Y: 80 B: 49
K: 35 K: 0 K: 100 K: 45

Hex: 4D4F45 Hex: FFFFFF Hex: 231F20 Hex: 274931

COLOR || Color Specifications 29

Page 429 of 487
COLOR GUIDE

Shown are all combinations of our 16 colors.

The combinations with a slash through them
should be avoided in the majority of
instances.

COLOR || Color Guide 30

Page 430 of 487
TYPOGR APHY

31
Page 431 of 487
TYPOGR APHY Verlag (Black) H Verlag (Bold) SH, BC

SPECIFICATIONS
ABCDEFGHIJKLM ABCDEFGHIJKLM
NOPQRSTUVWXYZ NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
All typefaces used with the new city brand- 1234567890 1234567890
ing. To keep things simple we’re using a type-
face called Verlag, a stong futurist san serif
that pairs nicely with our logotype.
Verlag (Book) BC Verlag (Light) H, SH

If Verlag isn’t available, we’re also spec’ing ABCDEFGHIJKLM ABCDEFGHIJKLM

some secondary typefaces for web / power-
point applications. NOPQRSTUV WXYZ NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Link to Purchase Verlag:
https://www.typography.com/fonts/verlag/styles/verlag
1234567890 1234567890

Trebuchet MS (Bold) SF - Verlag Black/Bold Trebuchet MS (Regular) SF - Verlag Book

H - Denotes ideal Headline Fonts
SH - Denotes ideal Subhead Fonts
ABCDEFGHIJKLM ABCDEFGHIJKLM
BC - Denotes ideal Body Copy Fonts NOPQRSTUVWXYZ NOPQRSTUVWXYZ
SF - Denotes Substitute / Secondary Font abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

Times New Roman (Bold) SF - Used as BC in Letterhead Times New Roman (Regular) SF - Used as BC in Letterhead

ABCDEFGHIJKLM ABCDEFGHIJKLM
NOPQRSTUVWXYZ NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890
T YPOG R A PHY || Type Specifications 32
Page 432 of 487
HEADLINE
& BODY COPY
THIS IS A SAMPLE This is another
EXAMPLES Verlag (Black) Verlag (Black)

HEADLINE
sample headline
24 pt 32 pt

Some examples of how to lay out our type
when working with longer blocks of copy.
We’re noting point size in these examples to
help give an idea of proportion of body copy
to headlines and subheads.
Verlag (Book) This is a sample body copy block. Lorem
12 pt ipsum dolor sit amet, consectetur adipiscing
elit. Donec nec turpis gravida, consectetur
arcu eget, efficitur nulla. Quisque interdum
lacinia orci at ultrices. Nulla egestas fermen-
tum nisl, a convallis nisi pharetra ut. Here’s
something we want italicized dapibus dolor
sed volutpat. Proin fringilla viverra mi ac
pharetra. Etiam ut mattis eros, quis luctus
neque. Curabitur tortor arcu, sagittis non leo
fermentum, vehicula eleifend tortor.
Verlag (Light)
15 pt THIS IS A SAMPLE SUBHEAD
USING VERL AG LIGHT.
This is a sample body copy block. Lorem ipsum dolor sit
Verlag (Bold) amet, consectetur adipiscing elit. Donec nec turpis
9 pt gravida, consectetur arcu eget, efficitur nulla. Quisque
interdum lacinia orci at ultrices. Nulla egestas fermentum
nisl, a convallis nisi pharetra ut. Here’s something we want
italicized dapibus dolor sed volutpat. Proin fringilla viverra
mi ac pharetra. Etiam ut mattis eros, quis luctus neque.
Curabitur tortor arcu, sagittis non leo fermentum, vehicula
eleifend tortor. Ut accumsan, nibh eu rhoncus accumsan,
leo magna rutrum nisi, sed sollicitudin ex dolor id diam.

USING WEB SAFE FONTS

Verlag (Light) THIS IS A SAMPLE Trebuchet

THIS IS ANOTHER
HEADLINE
24 pt (Bold)
24 pt
SAMPLE HEADLINE
Times New This is a sample body copy block. Lorem Trebuchet
Roman (Book) ipsum dolor sit amet, consectetur adipi- (italic) This Is A Sample Subhead
12 pt scing elit. Donec nec turpis gravida, 16 pt Using Trebuchet.
consectetur arcu eget, efficitur nulla.
Quisque interdum lacinia orci at ultrices. This is a sample body copy block. Lorem
Nulla egestas fermentum nisl, a convallis Times New ipsum dolor sit amet, consectetur adipi-
nisi pharetra ut. Here’s something we want Roman (Book)
12 pt scing elit. Donec nec turpis gravida, con-
italicized dapibus dolor sed volutpat. Proin sectetur arcu eget, efficitur nulla. Quisque
fringilla viverra mi ac pharetra. Etiam ut interdum lacinia orci at ultrices. Nulla
mattis eros, quis luctus neque. Curabitur egestas fermentum nisl, a convallis nisi
tortor arcu, sagittis non leo fermentum, pharetra ut. Here’s something we want
vehicula eleifend tortor. italicized dapibus dolor sed volutpat.

T YPOG R A PHY || Headline & Body Copy 33

Page 433 of 487
EXAMPLES IN OTHER
LANGUAGES S PA N I S H
IE
N V E N I DO L A COMUNIDAD DE LOGOTYPE TRANSLATIONS:

A
B
The Community of Willmar Minnesota

S
COM

DO
Incorporated 1901
MINNESOTA
N

O
T

U
ID
A D PA R A
C
RUCE
Some examples of what our logo and stamps
could look like in other languages. Everything
uses Verlag Black as the typeface except the STAMP TRANSLATIONS:
Chinese translation.
O
IAB T
O STOS X A I LUB ZEJ ZOG NTAWM Minnesota’s Crossroads
Welcome To

S
*Google Translate was used and should be Community for All
proofed before using any of these graphics HMONG
MINNESOTA

TX

AM
A ZEJ ZOG

S
U W

R
J S AW V DA

O
KE H

U
V SIB TS

DH
KU SOO
AWOOW BUL SHADA REER

SOMALI

MINNESOTA

IS
BU

A
G L
OO SHA N
DA

OY

D
DHA

S YA

CHINESE TYPEFACE SPECS:

CHINESE
Adobe 黑体 Std R
MINNESOTA

T YPOG R A PHY || Language Examples 34

Page 434 of 487
_______ WILLMAR

WE
These examples would make great stickers,
street banners and other branded materials
for the public. This simple statement can be

LET’S
utilized with both iconography and illustra-
tions.

Other language could be applied as well.

Statements like YOU_____WILLMAR or
LET’S _____WILLMAR could be great call to
action examples.

This page shows just a few examples with our

primary version using the heart from the
WE
logomark.

YOU

WE

T YPOG R A PHY || I ____ Willmar Examples 35

Page 435 of 487
GR APHIC ASSETS

36
Page 436 of 487
PATTERNS

A few patterns that can be used throughout

our brand materials. Colors can be changed
as needed however we recommend using the
primary colors for the majority of these.

G R A PH IC A SS ETS || Patterns 37
Page 437 of 487
PATTERNS

A few patterns that can be used throughout

our brand materials. Colors can be changed
as needed however we recommend using the
primary colors for the majority of these.

M I N N E S OTA’ S WHERE THE PR AIRIE M I N N E S OTA’ S

VISIT THE VISIT THE
HEART OF M I N N E SOTA’ S HEART OF
K A N DOYOHI C ROS S ROA DS K A N DOYOHI
COUNTY COUNTY
C R O S S R OA D S MEETS THE L AKES C R O S S R OA D S

M I N N E S OTA’ S WHERE THE PR AIRIE M I N N E S OTA’ S

VISIT THE VISIT THE
HEART OF M I N N E SOTA’ S HEART OF
K A N DOYOHI C ROS S ROA DS K A N DOYOHI
COUNTY COUNTY
C R O S S R OA D S MEETS THE L AKES C R O S S R OA D S

M I N N E S OTA’ S WHERE THE PR AIRIE M I N N E S OTA’ S

VISIT THE VISIT THE
HEART OF M I N N E SOTA’ S HEART OF
K A N DOYOHI C ROS S ROA DS K A N DOYOHI
COUNTY COUNTY
C R O S S R OA D S MEETS THE L AKES C R O S S R OA D S

M I N N E S OTA’ S WHERE THE PR AIRIE M I N N E S OTA’ S

VISIT THE VISIT THE
HEART OF M I N N E SOTA’ S HEART OF
K A N DOYOHI C ROS S ROA DS K A N DOYOHI
COUNTY COUNTY
C R O S S R OA D S MEETS THE L AKES C R O S S R OA D S

G R A PH IC A SS ETS || Patterns 38
Page 438 of 487
ICONOGR APHY &
VECTOR ILLUSTR ATIONS

Icons and Illustrations to be used on various

materials.

G R A PH IC A SS ETS || Iconography & Illustration 39

Page 439 of 487
PLACE SPECIFIC
ILLUSTR ATIONS
(RAILYARD)

Our railyard illustration. We’re using a rough

almost expressionistic style for these illustra-
tions. Their unrefined but capture the loca-
tions in a uniquely Willmar way.

G R A PH IC A SS ETS || Railyard Illustration 40

Page 440 of 487
PLACE SPECIFIC
ILLUSTR ATIONS
(RAILYARD)
(COURTHOUSE)

Our courthouse
railyard illustration.
illustrations.
We’reThere
usingare
a rough
two
almosttoexpressionistic
styles choose from here.
style One
for these
is ourillustra-
paint-
tions.style
erly Their
while
unrefined
the other
butiscapture
a vectorthe
based
loca-
tions that
style in a uniquely
can be scaled
Willmar
up way.
as large as you
need it.

2023
G R A PH
B RIC
ANAD
SSG
ETS
U IDE
|| Courthouse
|| Iconography
Illustration
& Illustration 41
Page 441 of 487
PLACE SPECIFIC
ILLUSTR ATIONS
(RAILYARD)ISLAND PARK)
(ROBBINS

Robbins
Our railyard
Island
illustration.
Park, illustrated
We’re using
at fall.a rough
almost expressionistic style for these illustra-
tions. Their unrefined but capture the loca-
tions in a uniquely Willmar way.

2023
G R A PH
B RIC
ANAD
SSG
ETS
U IDE
|| Robbins
|| Iconography
Island Illustration
& Illustration 42
Page 442 of 487
PLACE SPECIFIC
ILLUSTR ATIONS
(LAKE OVERVIEW)

Willmar and the surrounding areas with a

highlight to the rolling hills and lake chain
that exists.

G R A PH IC A SS ETS || Lake Illustration 43

Page 443 of 487
PLACE SPECIFIC
ILLUSTR ATIONS
(BARN THEATER)

Willmar and the surrounding areas with a

highlight to the rolling hills and lake chain
that exists.

G R A PH IC A SS ETS || Barn Theater Illustration 44

Page 444 of 487
PHOTOGR APHY

45
Page 445 of 487
INSPIR ATIONAL
PHOTOGR APHY
(PLACES)

Inspirational photography to showcase how

all the special places in Willmar could be
captured.

*All photography is FPO

PHOTOG R A PHY || Place Photography 46

Page 446 of 487
INSPIR ATIONAL
PHOTOGR APHY
(PEOPLE)

Photography highlighting the people of Will-

mar. Some images are from Willmar while
others showcase inspirational lighting and
composition.

*All photography is FPO

PHOTOG R A PHY || People Photography 47

Page 447 of 487
INSPIR ATIONAL
PHOTOGR APHY
(RECREATION)

Photography that showcases specific events

and activities that can be done in Willmar.

*All photography is FPO

PHOTOG R A PHY || Recreation Photography 48

Page 448 of 487
USING BR AND ELEMENTS
WITH PHOTOS
Darker photos allow us to use our logomarks
directly over the top of them as long as they
are set to either white or our cream color.
W E LCOM E TO TH E C IT Y O F
Some techniques to utilize when placing the
branding elements with photography.

*All photography is FPO

Another technique is to utilize a color overlay

to give enough contrast that our logos will be
visible against the picture. It would be ideal
that the color overlayed be one from our
styleguide. This approach could allow us to
use 2 color artwork over the top.

MINNESOTA
The third technique would to create a seper-
WHERE THE PRAIRIE ate shape and house the logo and any other
MEETS THE LAKES
artwork next to the imagery rather than on
top of it.

PHOTOG R A PHY || Using Type with Photography 49

Page 449 of 487
USING BR AND ELEMENTS
WITH PHOTOS

Using the geometry from our logotype we

can create more unique containers for pho-
tography.
PHOTO AREA
*All photography is FPO

EX AMPLES IN USE

MINNESOTA
WHERE THE PRAIRIE
MEETS THE LAKES

PHOTOG R A PHY || Using Type with Photography 50

Page 450 of 487
B R A N D A P P L I C AT I O N S ( P R I N T )

51
Page 451 of 487
BUSINESS CARD
TEMPLATE

O P TI O N A

Artwork shown at 100% scale. Business Cards

are set up as 3.5” (W) x 2” (H). Whatever
option(s) are chosen would be carried LESLIE VALIANT
through all business cards. Option B would CIT Y ADMINISTR ATOR

utilize the individual department stamps

while option A would use a universal one. PH: 320-235-4913
FAX: 320-235-4917
E: lvaliant@willmarmn.gov
333 Southwest 6th St. Willmar, MN 56201

O P TI O N B

FR ANK HANSON
FIRE CHIEF

PH: 320-235-4913
FAX: 320-235-4917
E: jthompson@willmarmn.gov
333 Southwest 6th St. Willmar, MN 56201

B R A N D A PPLIC ATION S || Business Cards 52

Page 452 of 487
LETTERHEAD
TEMPLATE

Phone: (320) 235-4252

Fax: (320) 235-4917
801 Industrial Dr. SW
Willmar, MN 56201

A digital MS Word template will be provided

for this piece. An embosser of the city seal
would add an elegant finish to any letterhead
that would be printed out.
Sept. 7th, 2023

Attn: JOHN DOE

801 Industrial Dr. SW

Copy & Signature is FPO.

Willmar, MN 56201

Artwork shown at 75% scale.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque et pharetra eros. Etiam dapibus,
massa ut egestas pellentesque, velit nunc vestibulum tortor, sed iaculis justo tortor nec elit. Nam
placerat enim lorem, at gravida lorem blandit et. Suspendisse leo arcu, tempor vel enim eget,
laoreet tempor dui. Proin eget lectus eu nibh porta commodo nec quis magna. Integer tristique
vehicula elit, quis accumsan lectus dignissim in. Pellentesque eget purus at eros iaculis facilisis.
Proin vitae scelerisque orci, luctus lacinia justo. Nam urna ex, laoreet sed urna quis, tristique
porttitor nisl. Nullam in euismod velit.

Aliquam vel neque enim. Nullam in velit libero. Etiam ac est iaculis, commodo urna at, laoreet elit.
Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Ut in
est vitae ipsum maximus fermentum. Cras faucibus, sapien at efficitur fringilla, nisi sem laoreet ex,
id sodales sem diam at ante. Vivamus ante tellus, convallis quis dolor non, bibendum blandit ipsum.
Nulla ac porttitor arcu. Mauris a venenatis lacus, id mattis dui. Sed lorem diam, ullamcorper in
feugiat in, varius id dui. Duis aliquam mauris vel est consequat fermentum. Etiam eu euismod
enim. Etiam mattis lacus a dapibus condimentum. Praesent suscipit, ante in maximus sagittis, ante
odio porta lacus, non porta nulla felis sit amet neque. Donec erat nunc, volutpat vel arcu a, eleifend
semper nulla. Aliquam id turpis commodo, feugiat ipsum at.

Greg Manzer
Director of Public Works

S A M P L E EM B OS S E D C IT Y S TA M P

B R A N D A PPLIC ATION S || Letterhead LINK TO PAPER: https://www.thepapermillstore.com/classic-crest-classic-natural-white-paper-8-1-2-x-11-in-70-lb-text-smooth-500-per-ream.html 53

Page 453 of 487
ENVELOPE
TEMPLATE #10
Phone: (320) 235-4252
Fax: (320) 235-4917
801 Industrial Dr. SW
Willmar, MN 56201

Artwork shown at 100% scale.

Mailing label is FPO.
REPL ACE
5008 S. 34th Avenue
Minneapolis, MN 55417

B R A N D A PPLIC ATION S || No. 10 Envelopes LINK TO ENVELOPES: https://www.neenahpaper.com/shop/envelopes/classic-crest-papers-classic-natural-white-eggshell-1000904?brand=classic%20crest%C2%AE%20papers 54

Page 454 of 487
LARGE MANILLA
ENVELOPES
Phone: (320) 235-4252
Fax: (320) 235-4917
801 Industrial Dr. SW
Willmar, MN 56201

These envelopes are ideal for larger packets

of documents. The stamp could be depart-
ment specific if desired.

Artwork shown at 75% scale.

Mailing label is FPO.

ATTN: Jeff Johnson

5008 S. 34th Avenue

Minneapolis, MN 55417

S A M P L E C IT Y S TA M P

B R A N D A PPLIC ATION S || Large Manilla Envelopes LINK TO ENVELOPES: https://www.amazon.com/Quality-Park-Hvy-Duty-Envelopes-QUA37787/dp/B0006HVWLI?th=1 55

Page 455 of 487
ENVELOPES
TEMPLATES A4

These A4 envelopes are designed to be a

more deluxe example for the Willmar brand. FRONT BACK
Ideally these would be foiled stamped and
used in correlation with our 4 x 6 cards. They
could be gift envelopes or used for fancier Phone: (320) 235-4252
Fax: (320) 235-4917

invitations. 801 Industrial Dr. SW

Willmar, MN 56201

Artwork shown at 75%.

Mailing label is FPO.
REPL ACE
5008 S. 34th Avenue
Minneapolis, MN 55417

B R A N D A PPLIC ATION S || A4 Envelopes LINK TO ENVELOPES: https://www.amazon.com/A4-Invitation-Envelopes-Peel-Press/dp/B007MECLEU 56

Page 456 of 487
4 X 6 CARDS

These sample 4”x6” cards could be used as

thank you’s, invitations or postcards.

Artwork shown at 75%.

W E L CO M E TO

THANK YOU!
STA M P

MINNESOTA

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque et pharetra eros. Etiam
dapibus, massa ut egestas pellentesque, velit nunc vestibulum tortor, sed iaculis justo tortor
nec elit. Nam placerat enim lorem, at gravida lorem blandit et. Suspendisse leo arcu, tempor
vel enim eget, laoreet tempor dui. Proin eget lectus eu nibh porta commodo nec quis magna.
Integer tristique vehicula elit, quis accumsan lectus dignissim in. Pellentesque eget purus at
eros iaculis facilisis. Proin vitae scelerisque orci, luctus lacinia justo. Nam urna ex, laoreet sed
urna quis, tristique porttitor nisl. Nullam in euismod velit.

B R A N D A PPLIC ATION S || 4x6 Cards 57

Page 457 of 487
MAILING LABELS 2.25” X 0.75” LINK TO TEMPLATE 2” X 3” OPTIONS LINK TO TEMPLATE
https://www.avery.com/blank/labels/94216 https://www.avery.com/blank/labels/94237

REPL ACE REPL ACE

5008 S. 34th Avenue 5008 S. 34th Avenue
Minneapolis, MN 55417 Minneapolis, MN 55417

Mailing labels to be used with envelopes,

boxes and other shippable items as needed.
Colors are subjective with the stipulation that
we stick with our primaries in most scenarios.
ATTN: Jeff Johnson
3” X 1” LINK TO TEMPLATE
Artwork shown at 100% scale. https://www.avery.com/blank/labels/94224

5008 S. 34th Avenue

Info is FPO. Minneapolis, MN 55417

REPLACE REPLACE
5008 S. 34th Avenue 5008 S. 34th Avenue
Minneapolis, MN 55417 Minneapolis, MN 55417

4” X 1” LINK TO TEMPLATE
https://www.avery.com/blank/labels/94202

ATTN: Jeff Johnson

5008 S. 34th Avenue

ATTN: REPLACE Minneapolis, MN 55417
5008 S. 34th Avenue
Minneapolis, MN 55417

ATTN: REPLACE
5008 S. 34th Avenue
Minneapolis, MN 55417

B R A N D A PPLIC ATION S || Mailing Labels 58

Page 458 of 487
EMBOSSER ARTWORKS

OPTION 1 OPTION 2 OPTION 3 OPTION 4

Embossers are a cost effective way to en-

hance standard documents. These could be
used on envelopes, letterhead, posters and
other Willmar materials. We’ve included a
link to a lightweight embosser that would
work well for lighter bond papers but not so
much for heavier cardstocks.

Files set up at 100% scale

2” diameter

B R A N D A PPLIC ATION S || Embossers LINK TO EMBOSSER: https://www.rubberstamps.com/products/custom-embosser?variant=40970177183792 59

Page 459 of 487
WRITING UTENSILS

Writing utensils are an easy and affordable

way to implement the new branding. Here are PH: (320) 235-4252
a few options to show how we could do so. www.willmarmn.gov

Given the industrial nature of the town, we’ve

opted to show what a carpenter’s pencil could
look like.

Artwork not at 100% scale LINK TO PENCILS: https://www.anypromo.com/pens-writing/pencils/

PH: (320) 235-4252

www.willmarmn.gov

PH: (320) 235-4252

www.willmarmn.gov

B R A N D A PPLIC ATION S || Writing Utensils LINK TO PENS: https://www.pens.com/us/p/engraved-alpha-stylus-pen-gunmetal-trim/prd-mjfuehny/ 60

Page 460 of 487
ASSORTED STICKERS
& MAGNETS

Assorted stickers for a variety of uses. The

circular designs could be translated into pins,
buttons, magnets and other Willmar assets.
VISIT THE
HEART OF
Artwork shown at 100% scale. K A N DOYOHI
COUNTY

VISIT THE
HEART OF
K A N DOYOHI
COUNTY

VISIT THE
HEART OF
K A N DOYOHI
COUNTY

B R A N D A PPLIC ATION S || Assorted Stickers LINK TO STICKER PRINTER: https://www.stickermule.com 61

Page 461 of 487
POSTER TEMPLATE
(HORIZONTAL)

These posters could be used as a premium

fundraising application or to hang around
town. A digital or lithographic printing pro-
cess on aour cream colored paper stock
would be ideal.

The bottom right is designated as a poster

editioning space.

Full size is set to 16”x24”

Artwork not shown at 100% scale.
Embosser artwork is FPO
Description is FPO

WILLMAR TR AIN SWITCH

Kandiyohi County has been a railroad hub for more than 120 years. Today, Burlington Northern Santa Fe
Railway (BNSF) handles freight coming through Kandiyohi County, with a main line connecting Chicago POSTER SERIES
to the Pacific coastal states.

S A M P L E EM B OS S E D C IT Y S TA M P

B R A N D A PPLIC ATION S || Horizontal Poster 62

Page 462 of 487
POSTER TEMPLATE
(VERTICAL)

These posters could be used as a premium

fundraising application or to hang around
town. A digital or lithographic printing pro-
cess on aour cream colored paper stock
would be ideal.

The bottom right is designated as a poster

editioning space.

Full size is set to 24”x16”

Artwork not shown at 100% scale.
Embosser artwork is FPO
Description is FPO

K A N D I YO H I C O U N T Y C O U R T H O U S E
Built in 1966, the building's projecting folded roofline supported by three-story pylons and
its varied surface treatment reflect the style of many 1960s buildings. Gray, random-coursed POSTER SERIES
ashlar covers the walls except for the front of the three-story section beneath the sawtooth
roof, which is faced by smooth panels of tan stone.

B R A N D A PPLIC ATION S || Vertical Poster 63

Page 463 of 487
POSTER FAMILY

All of our posters so far for the Community

of Willmar. Ideally these would all be printed
at the same time to ensure color consistency.
R O B B I N S I S L A N D R E G I O N A L PA R K
Robbins Island Regional Park is Willmar's largest park. At 55 acres in size, this recreational area is surrounded by Willmar
Lake and Foot Lake. With its rolling hills forested by oak trees and trails that wind through the park, Robbins Island is a POSTER SERIES

We would like to expand on this system as

spacious destination with vast green space, a sandy beach, and shelters available for rent.

desired to help showcase all the special areas

of Willmar.

Full size is set to 16”x24”

Artwork not shown at 100% scale.
Embosser artwork is FPO
Description is FPO

WILLMAR TR AIN SWITCH

Kandiyohi County has been a railroad hub for more than 120 years. Today, Burlington Northern Santa Fe
Railway (BNSF) handles freight coming through Kandiyohi County, with a main line connecting Chicago POSTER SERIES
to the Pacific coastal states.

K A N D I YO H I C O U N T Y C O U R T H O U S E
Built in 1966, the building's projecting folded roofline supported by three-story pylons and
its varied surface treatment reflect the style of many 1960s buildings. Gray, random-coursed POSTER SERIES
ashlar covers the walls except for the front of the three-story section beneath the sawtooth
roof, which is faced by smooth panels of tan stone.

FOOT L A K E A N D TH E FA R M L A N D O F W I L L M A R

64
Foot Lake is located in Willmar with Robbins Island Regional Park on the east side. The Foot Lake outlet is considered the

B R A N D A PPLIC ATION S || Poster Family

headwaters of Hawk Creek. Foot Lake is connected to Willmar Lake by an upstream channel making these two lakes an ideal POSTER SERIES
location for kayaking. Public boat access is located along the south shore of the Kandiyohi County Fairgrounds and also at Robbins
Island Regional Park. Fishing enthusiasts enjoying catching Crappie, Northern Pike, Sunfish and Walleye in Foot Lake.

Page 464 of 487

TRI-FOLD BROCHURE
FRONT BACK

SAMPLE FRONT & BACK

LET’S
WELCOME TO

Look and feel for how a non-department

specific brochure could look like. This option MINNESOTA’ S CROSSROADS
MAKE
would utilize a four color printing process but
could be simplified into a 1 color option for TR ACKS!
budget printing.

Artwork shown at 100% scale.

Unfolded brochure size - 8.5”x11”
Imagery is FPO
Content is FPO

A dynamic regional center, Willmar fosters

community collaboration to elevate educa-
tion, industry, and lifestyle. With robust
agricultural roots, our hidden gem offers
scenic landscapes from lakes to parks. We're
a refuge of unity, nurturing family ties and
limitless opportunities. From outstanding
education and recreational offerings to
proactive community engagement, we stand
as a thriving hub where tradition and innova-
tion harmoniously flourish.
Learn more at: WWW.WILLMARMN.GOV

B R A N D A PPLIC ATION S || Brochures 65

Page 465 of 487
TRI-FOLD BROCHURE
DEPARTMENT SPECIFIC
FRONTS

Look and feel for how department specific

BUILDING UPCOMING INTRODUCING 2024 THE 2024
brochures could look like. These options are PERMIT PUBLIC WORKS OUR NEW ANNUAL FIREMAN’S BALL
set up for budget printing, would only utilize APPLICATION PROJECTS TEAM MEMBERS REPORT AGENDA
a black inkwell and could be printed in house
on our Neenah Classic Crest Natural White
paper.

Artwork shown at 50% scale.

Unfolded brochure size - 8.5”x11”
Imagery is FPO
Content is FPO Learn more at: W W W.WILLMARMN.GOV Learn more at: W W W.WILLMARMN.GOV Learn more at: W W W.WILLMARMN.GOV Learn more at: W W W.WILLMARMN.GOV Learn more at: W W W.WILLMARMN.GOV

UPCOMING MECHANICAL KEEPING OUR RENTAL

2024 MEETING
PARK PERMIT LAKES CLEAN. LICENSE
SCHEDULE
IMPROVEMENTS APPLICATION A guide to being a APPLICATION
good steward.

Learn more at: W W W.WILLMARMN.GOV Learn more at: W W W.WILLMARMN.GOV Learn more at: W W W.WILLMARMN.GOV Learn more at: W W W.WILLMARMN.GOV Learn more at: W W W.WILLMARMN.GOV

B R A N D A PPLIC ATION S || Brochures 66

Page 466 of 487
ADVERTISING EXAMPLES
(HORIZONTAL)
G ROW YO U R
MINNESOTA
BUSINESS HERE.
LET’S MAKE TR ACKS!

Some examples for ways we could advertise

for the City of Willmar. These examples are
set to a 16:9 aspect ratio for ease of use
within social media. They would also make
good billboards and other horizontal ad-like
objects.

Photography is FPO
COME FOR JOIN US JUNE 18-23
Content is FPO
THE K AFFE,
STAY FOR THE
COMMUNITY.

MINNESOTA

WHERE THE PRAIRIE

MEETS THE LAKES

B R A N D A PPLIC ATION S || Horizontal Ads 67

Page 467 of 487
ADVERTISING EXAMPLES V I S IT B E AUTIFU L MAKE
(VERTICAL)
WE IN TR ACKS TO
HEART OF K ANDIYOHI COUNTY
BUSTLING

Some examples for ways we could advertise

for the City of Willmar. These examples are
set to a 9:16 aspect ratio for ease of use
within social media. They would also make
good billboards and other horizontal ad-like
objects.

Photography is FPO
Content is FPO

A dynamic regional center, Willmar fosters

W E LCOM E TO LOV E LY community collaboration to elevate education,
industry, and lifestyle. With robust agricultural
roots, our hidden gem offers scenic landscapes
from lakes to parks. We're a refuge of unity,
nurturing family ties and limitless opportunities.
From outstanding education and recreational
offerings to proactive community engagement, we
stand as a thriving hub where tradition and
innovation harmoniously flourish.

VISIT US AT
S TOP FOR A CU P IN
THE HEART OF
K ANDIYOHI
COUNTY!

B R A N D A PPLIC ATION S || Vertical Ads 68

Page 468 of 487
ADVERTISING EXAMPLES
(SQUARE) MAKE TR ACKS TO
COME

Some examples for ways we could advertise

for the City of Willmar. These examples are
set to a 1:1 aspect ratio for ease of use within
social media. They would also make good
billboards and other horizontal ad-like ob-
jects.

Photography is FPO
Content is FPO

TAKE A REST IN
WELCOME TO THE L AKES OF

MINNESOTA’S CROSSROADS

WHERE THE BUFFALO S WIM

B R A N D A PPLIC ATION S || Square Ads 69

Page 469 of 487
STREET BANNERS
OPTION 1 OPTION 2

Sample street banners for consideration.

These two options take different approaches.
Ideally 1 would be chosen and versions built
off of that template would be created to add
a bit of variety.

Artwork not to 100% scale.

Proposed banner size is 22” x 42”

B R A N D A PPLIC ATION S || Street Banners 70

Page 470 of 487
WATER TOWER A R T WO R K S I D E A A R T WO R K S I D E B

A water tower design. Ideally painted onto

the tower itself.

M O C K- U P S

B R A N D A PPLIC ATION S || Water Tower 71

Page 471 of 487
ENTRY SIGNAGE A R T WO R K

Sample reskin of the Willmar entry sign. This

would ideally be constructed in a similar
manner as the previous and would benefit
from being backlit.

M O C K- U P

B R A N D A PPLIC ATION S || Entry Sign 72

Page 472 of 487
SAMPLE BUILDING A R T WO R K E X A M P L E S
SIGNAGE

CIT Y OFFICES
When adding the branding to various public
buildings around Willmar, we can use the
system shown on this page. In the cases of P O L I C E D E PA R T M E N T
buildings like the fire and police department
or any other buidling with a unique icon, we
can swap out the Willmar logomark with that
mark instead. P U B L I C WO R K S
These signs would ideally be constructed out
of a weather resistant material like stainless
steel or acrylic and would have a little dimen- R E C R E AT I O N A L C E N T E R
sion to them.

Color is FPO and could correlate with the

specific departments or more importantly,
whatever offers the best contrast against the M O C K- U P
building.

B R A N D A PPLIC ATION S || Building Signage 73

Page 473 of 487
WAYFINDING SIGNAGE

ROBBINS ISLAND
These signs could be used throughout the
community to help direct people to certain
REGIONAL PARK
destinations. These are simple and would
ideally be produced in a similar manner as
the street signs.

Dimensions - 16” x 5”
Artwork shown at 50%

POLICE STATION

CITY HALL

B R A N D A PPLIC ATION S || Wayfinding Signs 74

Page 474 of 487
SAMPLE PARK SIGNAGE
WELCOME TO

ROBBINS ISL AND

Here’s an example of a system for our park REGIONAL PARK
signage throughout town. These would ide-
ally be produced the same way as the previ- PA R K S & R E C R E AT I O N
3 2 0 - 2 3 5 -1 4 5 4 Hwy 71 S N
ous signs. We’re including a phone number
for the Parks and Rec department as well as
the address of the park.

We’re showing what Robbins Island Park

could look like in both the proposed system
as well as what it could look like applied to WELCOME TO
the current sign. The layout is the same in
both, instead we’d use cut acrylic lettering in
place of the old.
RICE PARK
PA R K S & R E C R E AT I O N
3 2 0 - 2 3 5 -1 4 5 4 805 3rd St SE

WELCOME TO

MILLER PARK
PA R K S & R E C R E AT I O N
3 2 0 - 2 3 5 -1 4 5 4 805 11th St SW

B R A N D A PPLIC ATION S || Park Signage 75

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SHIRT DESIGNS

A few thoughts on what Willmar apparel

could look like. These designs could be ap-
plied to a variety of shirts like hoodies, sweat-
shirts, longsleeves, etc.

B R A N D A PPLIC ATION S || Shirt Designs 76

Page 476 of 487
HAT DESIGNS

COME

A few thoughts on what some Willmar

apparel could look like. These hat designs
would ideally be embroidered and could
be used on other hat styles such as beanies
and stocking caps.

THE HEART
O F K A N D OYO H I
COUNT Y

PA R K S & R EC R EATI O N

B R A N D A PPLIC ATION S || Hat Designs 77

Page 477 of 487
ACCESSORIES L APEL PIN EX AMPLES

0.55”

1”
Lapel pins and lanyards. Please review sizes
as the artwork could be scaled up or down as
needed.
0.23”

Lapel Pin artwork @ 100% scale. 1.5”

Link to Pin Producer:

https://wizardpins.com/
0.65”

Link to Lanyard Producer:

https://customlanyards.com 1.5”

L A N YA R D E X A M P L E S

B R A N D A PPLIC ATION S || Accessories 78

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B R A N D A P P L I C AT I O N S ( D I G I TA L )

79
Page 479 of 487
EMAIL SIGNATURES
NON DEPARTMENT SPECIFIC DEPARTMENT SPECIFIC

Kyle Box Kyle Box

City Operations Director City Operations Director

With the email signatures we want to be O:(320) 214-5172 | M:(320) 444-8604 O:(320) 214-5172 | M:(320) 444-8604
aware of people that use dark mode as well as 333 6th St. SW, Willmar, MN 56201 333 6th St. SW, Willmar, MN 56201
light mode. We’re using colors that can work
for both. C IT Y PL A N N I N G

We want to use our web-safe font Trebuchet

for any typography.

Artwork shown at 100% scale.

MOCK-UP MOCK-UP

COLORS USED

Hex: Hex:
B9A24B 767769

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean at tempor magna. Sed
vitae augue sit amet mauris interdum accumsan ac consequat mauris. Vestibulum in
TYPE USED *12pt type used throughout velit eget arcu fringilla consequat eu eget tellus. Suspendisse potenti. Suspendisse
pretium velit quis dolor sollicitudin ultrices. Phasellus sit amet sapien vitae metus
gravida fermentum id ut arcu. Mauris libero purus, consequat ut nisi sed, viverra
Trebuchet Kyle Box semper dui. Aenean sollicitudin, orci ac sodales ullamcorper, erat diam lobortis velit,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean at tempor magna. Sed
vitae augue sit amet mauris interdum accumsan ac consequat mauris. Vestibulum in
velit eget arcu fringilla consequat eu eget tellus. Suspendisse potenti. Suspendisse
pretium velit quis dolor sollicitudin ultrices. Phasellus sit amet sapien vitae metus
gravida fermentum id ut arcu. Mauris libero purus, consequat ut nisi sed, viverra
semper dui. Aenean sollicitudin, orci ac sodales ullamcorper, erat diam lobortis velit,

Bold
eu mollis nunc dolor at odio. Suspendisse et ultrices magna. Nulla aliquet convallis eu mollis nunc dolor at odio. Suspendisse et ultrices magna. Nulla aliquet convallis
City Operations Director auctor. Etiam porttitor nulla eu pellentesque auctor. auctor. Etiam porttitor nulla eu pellentesque auctor.

Trebuchet O:(320) 214-5172 | M:(320) 444-8604 Kyle Box Kyle Box

Regular 333 6th St. SW, Willmar, MN City Operations Director City Operations Director

O:(320) 214 -5172 | M:(320) 444 -8604 O:(320) 214 -5172 | M:(320) 444 -8604
333 6th St. SW, Willmar, MN 56201 333 6th St. SW, Willmar, MN 56201

B R A N D A PPLIC ATION S || Email Signatures 80

Page 480 of 487
SOCIAL MEDIA
(INSTAGRAM)
PROFILE PICS MOCK-UP

Instagram assets and a mock-up to show what

the City of Willmar’s page could look like. The City of
Willmar, MN
Profile imagery could and should be used
across all social media platforms. Color
changes could be utilized to add some vari-
ety if desired.

Photography is FPO The City of Willmar Minnesota

www.willmarmn.gov

COME
COME TO THE
HEART OF
K A N DOYOHI
COUNTY

B R A N D A PPLIC ATION S || Instagram 81

Page 481 of 487
SOCIAL MEDIA
(FACEBOOK)

Facebook cover imagery examples and a

mock-up to show what the City of Willmar’s W E LCOM E TO

W ELCOM E TO
page could look like.
MINNESOTA’S CROSSROADS

Photography is FPO MIN N ESOTA’ S CROS S ROA DS

WELCOME TO
M A KE TR ACKS TO
COME

COME TO THE
HEART OF
K A NDOYOHI
COUNTY

W E LCOM E TO

MINNESOTA’S CROSSROADS

B R A N D A PPLIC ATION S || Facebook 82

Page 482 of 487
SOCIAL MEDIA
(YOUTUBE)

Youtube cover imagery examples and a

mock-up to show what the City of Willmar’s
page could look like.
M I N N E SOTA’ S C ROS S ROA DS
Photography is FPO

WHERE THE PRAIRIE

MEETS THE LAKES
MINNESOTA

B R A N D A PPLIC ATION S || Youtube 83

Page 483 of 487
POWERPOINT
LOOK & FEEL
SLIDE TITLE GOES HERE PG #

W E LCO M E TO T H E C IT Y O F
Here’s a sample of an information heavy slide with a large amount of body copy.

Column 1 Title / Subhead Column 2 Title / Subhead Column 3 Title / Subhead

P R E S E N TAT I O N T I T L E H E R E
This page showcases a few 16:9 slide ideas for
01-10 -24
Donec nec turpis gravida, consectetur arcu
eget, efficitur nulla. Quisque interdum
lacinia orci at ultrices. Nulla egestas
fermentum nisl, a convallis nisi pharetra ut.
Dolor sollicitudin ultrices. Phasellus sit amet
Donec nec turpis gravida, consectetur arcu
eget, efficitur nulla. Quisque interdum
lacinia orci at ultrices. Nulla egestas Aenean
sollicitudin, orci ac sodales ullamcorper, erat
diam fermentum nisl, a convallis nisi
pharetra ut.
Quisque interdum lacinia orci at ultrices.
Nulla egestas fermentum nisl, a convallis nisi
pharetra ut.
Dolor sollicitudin ultrices. Phasellus sit amet
sapien vitae metus gravida fermentum id ut

Willmar. We’re including a title slide, ending

sapien vitae metus gravida fermentum id ut arcu. Mauris libero purus, consequat ut nisi
arcu. Mauris libero purus, consequat ut nisi Dolor sollicitudin ultrices. Phasellus sit amet sed, viverra semper dui. lobortis velit, eu
sed, viverra semper dui. Aenean sollicitudin, sapien vitae metus gravida fermentum id ut mollis nunc dolor at odio. Suspendisse et
orci ac sodales ullamcorper, erat diam arcu. Mauris libero purus, consequat ut nisi ultrices magna. Nulla aliquet convallis

slide and a couple interior slides.

lobortis velit, eu mollis nunc dolor at odio.
Suspendisse et ultrices magna. Nulla aliquet
convallis auctor. Etiam porttitor nulla eu
pellentesque auct
sed, viverra semper dui. Aenean sollicitudin, auctor. Etiam porttitor nulla eu pellentesque
orci ac sodales ullamcorper, erat diam auct
lobortis velit, eu mollis nunc dolor at odio.
Suspendisse et ultrices magna. Nulla aliquet
convallis auctor. Etiam porttitor nulla eu
pellentesque auct

We’re using our web-safe fonts for this appli-

cation, Trebuchet & Times New Roman.
SLIDE TITLE GOES HERE PG # SLIDE TITLE GOES HERE PG #

For Look and Feel Only

Content is FPO Here’s a sample of another information heavy slide with other logos / icons.

Photography is FPO
Sample Slide with Half Page Image.

Dapibus dolor sed volutpat. Nulla egestas fermentum nisl, a

convallis nisi pharetra ut dapibus dolor sed volutpatafg. H U M A N R E SO U RC E S ENGINEERING A DM I N I S T R ATI O N WAT E R T R E ATM E N T

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean Subhead 1
Donec nec turpis gravida, consectetur
at tempor magna. Sed vitae augue sit amet mauris interdum
arcu eget, efficitur nulla. Quisque
accumsan ac consequat mauris. Vestibulum in velit eget arcu interdum lacinia orci at ultrices. Nulla
fringilla consequat eu eget tellus. Suspendisse potenti. egestas fermentum nisl, a convallis nisi
Suspendisse pretium velit quis dolor sollicitudin ultrices. pharetra ut.
Phasellus sit amet sapien vitae metus gravida fermentum id ut
arcu. Mauris libero purus, consequat ut nisi sed, viverra semper
dui. Aenean sollicitudin, orci ac sodales ullamcorper, erat diam
lobortis velit, eu mollis nunc dolor at odio. Suspendisse et
F I N A N C E D E PA R TM E N T
ultrices magna. Nulla aliquet convallis auctor. Etiam porttitor
nulla eu pellentesque auctor. Subhead 1
Donec nec turpis gravida, consectetur
arcu eget, efficitur nulla. Quisque
interdum lacinia orci at ultrices. Nulla
egestas fermentum nisl, a convallis nisi
pharetra ut.
Subhead 2
Dapibus dolor sed volutpat. Nulla
egestas fermentum nisl, a convallis nisi
pharetra ut. Here’s something we want
italicized dapibus dolor sed
volutpatafgafghafg.
C IT Y PL A N N I N G
Subhead 2
Dapibus dolor sed volutpat. Nulla
egestas fermentum nisl, a convallis nisi
pharetra ut. Here’s something we want
italicized dapibus..
Subhead 3 Subhead 4
Donec nec turpis gravida, consectetur Dapibus dolor sed volutpat. Nulla
arcu eget, efficitur nulla. Quisque egestas fermentum nisl, a convallis nisi
interdum lacinia orci at ultrices. Nulla pharetra ut. Here’s something we want
egestas fermentum nisl, a convallis nisi italicized dapibus dolor sed volu.
pharetra ut.
F I R E D E PA R TM E N T
Subhead 3
Donec nec turpis gravida, consectetur
arcu eget, efficitur nulla. Quisque
interdum lacinia orci at ultrices. Nulla
egestas fermentum nisl, a convallis nisi
pharetra ut.

SLIDE TITLE GOES HERE PG #

W H AT A R E YO U WA I T I N G FO R?
G E T O N OV E R T O

Main body Copy could be treated like this. Donec nec

turpis gravida, consectetur arcu eget, efficitur nulla.
Quisque interdum lacinia orci at ultrices. Nulla egestas
fermentum nisl, a convallis nisi pharetra ut.

This examples shows what a single copy block could look MINNESOTA’S CROSSROADS
like over a full bleed image. To ensure readability a color
overlay should be applied to most images.

12-15 2 02 3

B R A N D A PPLIC ATION S || Powerpoint Slides 84

Page 484 of 487
LANDING PAGE
LOOK & FEEL

SEARCH

L ANGUAGE
Sample landing page utilizing our new color
palette and logos. We’re including a look at
what a footer design as well even though it
probably wouldn’t be visible to the user right
DEPARTMENTS GOVERNMENT I WANT TO EMPLOYMENT CONTACT
away.

For Look and Feel Only

Content is FPO
Photography is FPO

VISIT THE HEART OF

K A N D I YO H I C O U N T Y

DEPARTMENTS UPCOMING EVENTS City Hall Hours

GOVERNMENT PARKS & REC
Monday: 7:30a-5:00p
I WANT TO REPORT A PROBLEM MINNESOTA’S CROSSROADS Tuesday: 7:30a-5:00p
Wednesday: 7:30a-5:00p
EMPLOYMENT PERMIT CENTER Thursday: 7:30a-5:00p
CONTACT US CIT Y PROJECTS Friday: 8:00a-12 Noon
Saturday: Closed
SITE MAP MEDIA Sunday: Closed
Copyright © 2024 City of Willmar. All Rights Reserved

B R A N D A PPLIC ATION S || Landing Page 85

Page 485 of 487
LANDING PAGE
LOOK & FEEL
(MOBILE)

Sample landing page for a mobile phone.

The image on the right showcases what a
L ANGUAGE SEARCH

collapsable menu could look like.

DEPARTMENTS
For Look and Feel Only GOVERNMENT
Content is FPO
Photography is FPO I WANT TO
EMPLOYMENT
CONTACT US
VISIT THE Upcoming Events
HEART OF Parks & Rec

K A N D I YO H I Report a Problem
Permit Center
COUNT Y City Projects
Media
Copyright © 2024 City of Northfield. All Rights Reserved

Copyright © 2024 City of Willmar.

All Rights Reserved

B R A N D A PPLIC ATION S || Landing Page (Mobile) 86

Page 486 of 487
Need files or any additional guidance? Contact Jeff, Holly or Lucas at
Replace and we’ll ensure you get what you need.

Thanks for working with us in the development of your new brand!

Jeff Johnson Lucas Richards Holly Husbands

E: jeff@designreplace.com E: lucas@designreplace.com E: Holly@designreplace.com
P: 612-724-3444 P: 612-724-3444 P: 612-724-3444
A: 5008 South 34th Ave. A: 5008 South 34th Ave. A: 5008 South 34th Ave.
Minneapolis, MN 55417 Minneapolis, MN 55417 Minneapolis, MN 55417

87
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