Willmar Design - Round 1

City of Willmar
City Council Action Request
Council Meeting Date: February 5, 2024 Agenda Item Number: 9.F.

Agenda Section: Regular Business Originating Department: Administration
Resolution: No Prepared By: Kyle Box, City Operations
Director
Ordinance: No Presented By: Kyle Box, City Operations
Director
Item: Consider Approval of the City Branding Initiative
RECOMMENDED ACTION:
The Rebranding Committee requests that the City Council approve the City Branding Initiative.
OVERVIEW:
The City of Willmar released Requests for Proposals in April 2023 to search for qualified consultants to research,
create, develop, and help generate an implementation plan for a City branding initiative for the City of Willmar.
The City Council adopted the red "W" logo as the official City logo in the 1990s. Since a brand development
strategy or standards were not created during that process, various department logos were developed
independently by each respective department.
The objective of this branding project is to create a new identity for Willmar and all the city departments to
adopt and utilize one brand for messaging and promotion. The primary goals of this project are to create
uniformity, community identity and pride, community and economic development promotion, brand flexibility,
and community endorsement. Branding and changing of the current logo will be done strategically with the
least expensive changes completed first. As new vehicles, equipment, building renovations, etc. will be designed
with Willmar's new brand standards.
The City received proposals from 20 different professional consultants with vast backgrounds, professional
experience, and data-driven results. The Re-branding Committee comprised four people, including Council
members Asmus and Davis, Administrator Valiant, and Operations Director Box.
Replace was selected by the committee and recommended to the Council for Willmar re-branding and approved
by the Council on June 20, 2023. Since July 2023, Replace has been diligently working on Willmar's brand.
Community and stakeholder engagement, multiple design directions, and exploring Willmar's history were key
elements of this project. The Rebranding Committee worked alongside Replace to develop a brand logo
reflective of Willmar's history and the future growth of Willmar.
Deliverables have been presented and provided to the city, and with the approval of the brand, staff will begin
to organize a brand launch anticipated for Wednesday, February 21.
BUDGETARY/FISCAL ISSUES:
Page 171 of 487

2024 Budget set re-branding budget at $17,000
ALTERNATIVES TO CONSIDER:
None Recommended
ATTACHMENTS:
1. Willmar_Rnd1_Design_Final
2. Willmar_Rnd2_Design_final 2
3. 2024_Willmar Styleguide
Page 172 of 487

1
The City of Willmar

Round 1 Design
0 9/0 6/ 2 3
Page 173 of 487

2
The City of Willmar, MN || Research & Strategy || Willmar Personality Triad
HENRY FORD
Industrious, Historic & Efficient
VANNA WHITE KUNAL NAY YAR

Classic, Beautiful & Friendly. Smart, Tech Savvy &
Young.
Page 174 of 487

3
The City of Willmar, MN || Research & Strategy || Willmar Brand Strategy
THE CITY OF
Edits in Blue
WILLMAR
A dynamic regional center, Willmar fosters 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,
BRAND nurturing family ties and limitless opportunities. From outstanding education and recreational offerings to proactive
POSITIONING community engagement, we stand as a thriving hub where tradition and innovation harmoniously flourish. Welcome
to Willmar, Minnesota’s Crossroads!
BRAND COMMUNITY SHOWCASING NATURAL CULTURING GROWTH

PILLARS COLLABORATION BEAUTY & BALANCE & DEVELOPMENT
We are a collaborative community that This is a place where tradition and With an eye on our green spaces and
involves all stakeholders for the innovation coexist seamlessly. Explore main street, we strive to preserve and
improvement of our schools, commu- an inviting haven where unity thrives, improve all our amenities. Whether it’s
BRAND nity, and county. We unite residents to where family ties are nurtured, and adding new park and trail features or
MESSAGING help enrich our schools, community, where opportunities are limitless. breathing new life into our historic
and county. Residents' genuine care downtown. There is plenty of room for
drives collective progress. 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
allows the City to be competitive for new business and generations recreational opportunities
BRAND industry.
KEY THEMES 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.
BRAND AGRICULTURAL INDUSTRIAL PROMOTING RECREATIONAL

EDUCATION
VALUES SUCCESS GROWTH DIVERSITY OPPORTUNITIES
Page 175 of 487

4
The City of Willmar, MN || Research & Strategy || Our Favorite Willmar Language
THE CITY OF M I N N E SOTA’ S C RO S S ROA D S
WILLMAR YO U B E LO N G H E R E
W H E R E T H E B U F FA LO S W I M
W H E R E T H E R E ’ S A W I L L , TH E R E ’ S W I L L M A R !
F ROM 1 S T S TR E E T TO W H E R E PL A I N S M E E T
W H E R E TR AC K S CO N V E RG E
W H E R E T H E PL A I N S M E E T TH E L A K E S
K A F F E & COM M U N IT Y
W H E R E PL A I N S A N D L A K E S M E E T
W H E R E T H E PR A I R I E A N D L A K E S TO U C H TH E S K Y
L E T ’ S M A K E TR AC K S
W H E R E U N IT Y CU LTI VAT E S G ROW TH
W H E R E TR A D ITI O N I N S PI R E S I N N OVATI O N
Page 176 of 487

5
The City of Willmar, MN || Research & Strategy || Points of Interest
ALL THE LAKES IN THE AREA THE CIVIC CENTER
THE WILLMAR ROTARY CLUB WILLMAR PUBLIC SCHOOLS
ROBBIN'S ISLAND PARK SIBLEY STATE PARK
RIDGEWATER COLLEGE THE R AILYARD
BARN THEATER SPERRY PARK PICKLEBALL COURTS
THE FOXHOLE BREWERY DESTINATION PLAYGROUND
LATINO & SOMALI RESTUAR ANTS WILLMAR FEST
THE BIKE TR AIL SYSTEM THE AIRPORT
WAR MEMORIAL AUDITORIUM R AMBLEWOOD PARK
FLAGS OF HONOR MEMORIAL WILLMAR’S DOWNTOWN AREA
GLACIAL LAKES TR AIL KANDIYOHI COUNTY COURTHOUSE
STATUE OF CHIEF KANDIYOHI
Page 177 of 487

6
The City of Willmar, MN || Research & Strategy || Sample Illustration 1
Page 178 of 487

7
The City of Willmar, MN || Research & Strategy || Sample Illustration 2
Page 179 of 487

8
The City of Willmar, MN || Research & Strategy || Unpacking Buffalo Fish
BUFFA LO FISH
PR A I R E L AKES
S TR E N G TH AG I LIT Y
R E S I LI E N C E N O U R I S H M E NT
T h is co n ce pt g i ves g re ate r va l id it y to ta g l i n es s u c h a s
W H E R E PR A I R I E A N D L A KE S M E ET
Page 180 of 487

9
LO NG S TA N DI NG H I S TORY I N V ITE S ...
Page 181 of 487

10
LO NG S TA N DI NG H I S TORY I N V ITE S ... N E W S TO R I E S
Page 182 of 487

11
Direction 1
Page 183 of 487

12
The City of Willmar, MN || Direction 1 || Inspiration
Page 184 of 487

13
The City of Willmar, MN || Direction 1 || Willmar Logotype Exploration
The below option splits the logotype in a

similar fashion as the inspirational image.
Page 185 of 487

14
The City of Willmar, MN || Direction 1 || Willmar Logotype Kerning Options
Kerning from previous page The Willmar typography is kerned An option that is kerned closer to the
looser in these options inspirational sign.
Page 186 of 487

15
The City of Willmar, MN || Direction 1 || Minnesota Logotype Exploration
TT Pubs (Black) Universe (75 Black)

M I N N E S OT A MINNESOTA
Walstein (Medium) Verlag (Black)
M I N N E S OTA M I N N E S OTA
Clearface (Heavy) Susa (Regular)

M I N N E S O TA Minnesota
Alto Aldige Rift (Demi)
M I N N E S O TA M I N N E S OTA
Page 187 of 487

16
The City of Willmar, MN || Direction 1 || Willmar Logomark Exploration
Page 188 of 487

17
The City of Willmar, MN || Direction 1 || Lock-up Explorations
OME T
ELC O
W
WELCOME TO 1901
M I N N E S O TA’ S C ROS S ROA DS

Minn.
M I N N E S O TA’ S C R O S S R OA D S
ES
W ELCOME TO N NS IN C EO
TA
I
M
THE MINNESOTA’S
’S
CIT Y OF CROSSROADS
CR
Minnesota Minnesota
S
19 0 1
SS
ROA
D
THE COMMUNITY OF
THE COMMUNIT Y OF THE COMMU NIT Y OF
W
MINNESOTA’S CROSSROADS
Minnesota Mn Minnesota 1901
Minnesota THE VERY

WELCOMING
COMMUNIT Y
FOR ALL
Mn
Page 189 of 487

18
The City of Willmar, MN || Direction 1 || Color Explorations
Page 190 of 487

19
With much love from
Minn.
ta
We love WELCOME TO
so
ne
in
M
ta
so
Minnesota
ne
in
M
ta
so
ne
ta
in
so
ta
ne
y
so
el
in
ov
ne
M
ta
Page 191 of 487

in
L
20
THE COMMUNIT Y OF
W
The very Community Mn Minnesota

welcoming for all
Mn
Explore lovely W HERE THE BU FFA LO ROA M
Minn.
Minn.
Page 192 of 487

21
The City of Willmar, MN || Direction 1 || Department Branding
Admin Engineering
Parks & Rec Human Resources
Fire Public Works
City Clerk Water Treatment
Finance City Planning
Police Minn.
Page 193 of 487

22
The City of Willmar, MN || Direction 1 || Unique Department Logomarks
Human Resources Admin Parks & Rec
Police Dept. Engineering Public Works
Page 194 of 487

M y a L M
ov
L in el in
ov ne
so y ne
el L so
M y ta
ov M ta
in el in
ov ne
so y ne M
el L so
y ta
ov M ta L in
ne
nn in ov
el el so
es y ne M y ta
ot L so
a ov M ta L in
ne
in ov
el el so
y ne M y ta
L so
ov M ta L in
ne
in ov
el el so
y ne M y ta L
L so ov
ov M ta L in
ne el
ov
The City of Willmar, MN || Direction 1 || Sample Patterns
el in el so
y ne M y ta L M
so ov
M ta L in el in
in ov ne y n
el el so
y ne M y ta L M
so ov
ta L in el in
nn
ov ne
so y ne
el L so
es M y ta
ov M ta
ot
a L in el in
ov ne
so y ne
el L so
M y ta
ov M ta
L in el in
ov ne
so y ne
el L so
y ta
ov M ta
el in
y ne M
L so
M ta in
ov ne
el in so
y ne M
so
M ta in
ne
in so
ne M ta
so
ta in
ne
so
M ta
in
ne
so
ta
Page 195 of 487
23
24
The City of Willmar, MN || Direction 1 || Sample Ad-Like Objects
COME VISIT
WHERE THE BUFFALO S WIM
Minn.
COM E C E LE B R ATE!
O N LY I N
Page 196 of 487

25
The City of Willmar, MN || Direction 1 || Sample Posters
Page 197 of 487

26
The City of Willmar, MN || Direction 1 || Sample Business Card System
THE CIT Y OF Leslie Valiant CITY ADMINISTRATOR THE CIT Y OF Judy Thompson CITY ADMINISTRATOR
Minn. Minn.
Admin Dept. PH: 320-235-4913 City Clerk PH: 320-235-4913
FAX: 320-235-4917 FAX: 320-235-4917
E: lvaliant@willmarmn.gov E: jthompson@willmarmn.gov
333 Southwest 6th St. Willmar, MN 56201 333 Southwest 6th St. Willmar, MN 56201
WHERE THE BUFFALO SWIM WHERE THERE’S A WILL, THERE’S WILLMAR!
THE CIT Y OF Gary Manzer DIRECTOR THE CIT Y OF LuAnn Sietsema CITY ADMINISTRATOR
Minn. Minn.
Public Works PH: 320-235-4913 Human Resources PH: 320-235-4913
FAX: 320-235-4917 FAX: 320-235-4917
W E L C O M I N G WAT E R S FROM 1ST STREET TO WHERE PL AINS MEET
THE CIT Y OF Rob Baumgarn DIRECTOR THE CIT Y OF Justice Walker DIRECTOR
Minn. Minn.
Parks & Rec PH: 320-235-4913 City Planning PH: 320-235-4913
FAX: 320-235-4917 FAX: 320-235-4917
WHERE THE PLAINS MEET THE LAKES WHERE TR ACKS CONVERGE
THE CIT Y OF Jim Felt POLICE CHIEF THE CIT Y OF Frank Hanson FIRE CHIEF
Minn. Minn.
Police Dept. PH: 320-235-4913 Fire Dept. PH: 320-235-4913
FAX: 320-235-4917 FAX: 320-235-4917
KAFFE & COMMUNITY MAKE TR ACKS
Page 198 of 487

t
el
so
27
ov
ne
The City of Willmar, MN || Direction 1 || Sample Letterhead
ta
in
so
ta
y
el
so
ov
ne
ta
in
so
y
ne
el
in
ov
M
Phone: (320) 235-4252

ta
Fax: (320) 235-4917
L
801 Industrial Dr. SW
T H E CO M M U N IT Y O F Willmar, MN 56201
so
ne
y
Minnesota
el
in
ov
ta
L
so
Sept. 7th, 2023

ne
y
Attn: JOHN DOE

el

in
Willmar, MN 56201
ov
M
L
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,
ly
volutpat vel arcu a, eleifend semper nulla. Aliquam id turpis commodo, feugiat ipsum at.
ve
Greg Manzer
Director of Public Works
Page 199 of 487

28
The City of Willmar, MN || Direction 1 || Sample Envelopes
Phone: (320) 235-4252

Fax: (320) 235-4917
Minnesota Willmar, MN 56201
Replace Attn: Jeff Johnson
5008 34th Ave. S

Phone: (320) 235-4252
Minneapolis, MN 55417 Fax: (320) 235-4917

Minnesota Willmar, MN 56201

5008 34th Ave. S
Minneapolis, MN 55417
Page 200 of 487

29
The City of Willmar, MN || Direction 1 || Sample Tri-Fold Brochure Fronts
Minnesota Minnesota Minnesota Minnesota
UPCOMING RENTAL MECHANICAL BUILDING

PUBLIC WORKS LICENSE PERMIT PERMIT
PROJECTS APPLICATION APPLICATION APPLICATION
MOR E I N FO AT W W W.W I LL M A R M N .G OV MOR E I N FO AT W W W.W I LL M A R M N .GOV MO R E I N FO AT W W W.W I LL M A R M N .GOV MOR E I N FO AT W W W.W I LL M A R M N .GOV
Page 201 of 487

30
The City of Willmar, MN || Direction 1 || Sample Street Banner and Sewer Cap
Page 202 of 487

31
The City of Willmar, MN || Direction 1 || Water Tower Mock-ups
Page 203 of 487

32
The City of Willmar, MN || Direction 1 || Sample Landing Page
THE COMMU NIT Y OF SEARCH
L ANGUAGE
Mn Minnesota
DEPARTMENTS GOVERNMENT I WANT TO EMPLOYMENT CONTACT
FROM FIRST STREET TO

W H E R E T H E P L A I N S M E E T.
PARKS & REC SCHOOL S NEW TO TOWN City Hall Hours

Site Map - Contact Us
REPORT A PROBLEM UTILITIES COMMUNIT Y
Monday: 7:30a-5:00p
PERMIT CENTER CIT Y SERVICES NEWS & EVENTS Tuesday: 7:30a-5:00p
Wednesday: 7:30a-5:00p
WR AC T V PARKS & RECREATION 4TH OF JULY Thursday: 7:30a-5:00p
VIDEOS Friday: 8:00a-12 Noon Copyright © 2022 City of Willmar.
Saturday: Closed All Rights Reserved
CIT Y PROJECTS Sunday: Closed
ta
Page 204 of 487

33
The City of Willmar, MN || Direction 1 || Where it Lands on our Triad
HENRY FORD

Young.
Minn.
Page 205 of 487

34
Direction 2
Page 206 of 487

35
Page 207 of 487

36
The City of Willmar, MN || Direction 2 || Logomark Variations
Page 208 of 487

37
The City of Willmar, MN || Direction 2 || Title Case Logotype Explorations
Standard Stacked Full Minnesota
Single Line Block-Up
Minimal MN Minimal Full MN
Page 209 of 487

38
The City of Willmar, MN || Direction 2 || Custom Logotype Explorations
WELCOME TO
Page 210 of 487

39
The City of Willmar, MN || Direction 2 || Lock-up & Language Explorations
WELCOME TO WELCOME TO WELCOME TO
MN CROSSROADS MN CROSSROADS 1901
THE CITY OF THE CITY OF THE CITY OF
YOU BELONG HERE
THE COMMUNITY OF
MINNESOTA CROSSROADS MINNESOTA CROSSROADS
1901
THE JEWEL OF KANDIYOHI COUNTY
WELCOME TO WELCOME TO
Page 211 of 487

40
The City of Willmar, MN || Direction 2 || Logo Lock-up Explorations
MN CROSSROADS 1901
THE CITY OF
Page 212 of 487

41
The City of Willmar, MN || Direction 2 || Color Explorations Palette 1
MN CROSSROADS 1901
THE CITY OF
Page 213 of 487

42
MN CROSSROADS 1901
THE CITY OF
Page 214 of 487

43
MN CROSSROADS 1901
THE CITY OF
Page 215 of 487

44
The City of Willmar, MN || Direction 2 || Department Branding / Color Exploration
ADMINISTRATION CITY CLERK ENGINEERING PUBLIC WORKS
WELCOME TO
WELCOME TO MN CROSSROADS 1901
PARKS & RECREATION FINANCE DEPARTMENT PLANNING & DEVELOPMENT WELCOME T

WASTEWATER TREATMENT
MN CROSSROADS 1901
WELCOME TO MN CROSSROA
W
MN CROSSROADS 1901
FIRE DEPARTMENT POLICE DEPARTMENT HUMAN RESOURCES MINNESOTA

WELCOME TO MN
MN CROSSROADS 1901
WELCOME TO
ADMINISTRATION CITY CLERK ENGINEERING PUBLICMN

WORKS
CROSSROADS 1901
WELCOME
MN CROSSR
PARKS & RECREATION FINANCE DEPARTMENT PLANNING & DEVELOPMENT WASTEWATER TREATMENT
FIRE DEPARTMENT POLICE DEPARTMENT HUMAN RESOURCES MINNESOTA
Page 216 of 487

45
The City of Willmar, MN || Direction 2 || Sample Patterns WELCOME TO
WELCOME TO
MN CROSSROADS 1901
WELCOME TO
MN CROSSROADS 1901
WELCOME TO
S 1901
LCOME TO MN CROSSROADS 1901

WELCOME TO
ROSSROADS 1901

WELCOME TO
MN CROSSROADS 1901

WELCOME TO
O MN CROSSROADS 1901

WELCOME TO
ADS 1901

CROSSROADS 1901
MN CROSSROADS 1901

Page 217 of 487
46
WELCOME TO
WILLMAR ARTS COUCIL
MN CROSSROADS 1901
2023 YE AR IN REVIEW
WELCOME TO THE CITY OF
COMMUNITY &
CONVERGANCE
Page 218 of 487

47
The City of Willmar, MN || Direction 2 || Sample Poster Design
Page 219 of 487

48
ADMINISTRATION Dept. CITY CLERK
Leslie Valiant Judy Thompson
City Administrator City Administrator
MN CROSSROADS 1901 Phone: 320-235-4913 333 Southwest 6th St. MN CROSSROADS 1901 Phone: 320-235-4913 333 Southwest 6th St
Fax: 320-235-4917 Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201
Email: lvaliant@willmarmn.gov Email: JTHOMPSON@willmarmn.gov
PUBLIC WORKS HUMAN RESOURCES
GARY MANZER LuAnn Sietsema
DIRECTOR DIRECTOR
MN CROSSROADS 1901 Phone: (320) 235-4252 801 Industrial Dr. SW MN CROSSROADS 1901 Phone: 320-235-4913 333 Southwest 6th St.
Fax: (320) 235-4917 Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201
Email: gmanzer@willmarmn.gov Email: lsietsema@willmarmn.gov
PARKS AND RECREATION PLANNING AND DEVELOPMENT
Rob Baumgarn Justice Walker
DIRECTOR DIRECTOR
MN CROSSROADS 1901 Phone: 320-235-1454 2707 Arena Drive MN CROSSROADS 1901 Phone: 320-235-8311 333 Southwest 6th St.
Email: rbaumgarn@willmarmn.gov Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201
Email: jwalker@willmarmn.gov
FIRE DEPT. POLICE DEPT.
Frank Hanson Jim Felt
FIRE CHIEF POLICE CHIEF
MN CROSSROADS 1901 Phone: (320) 235-4252 801 Industrial Dr. SW MN CROSSROADS 1901 Phone: (320) 235-4252 2201 23rd St. NE, Suite
Fax: (320) 235-4917 Willmar, MN 56201 Fax: (320) 235-4917 102
Email: FHANSON@willmarmn.gov Email: JFELT@willmarmn.gov Willmar, MN 56201
Page 220 of 487

MN CROSSROADS 1901
49
Phone: (320) 235- 4252 801 Industrial Dr. SW

Fax: (320) 235- 4917 Willmar, MN 56201
Sept. 7th, 2023
Attn: JOHN DOE

Willmar, MN 56201
Greg Manzer
THE CITY OF
Page 221 of 487

50
The City of Willmar, MN || Direction 2 || Sample Envelopes To add a little more character to these envelopes we could make coffee pot stickers or
stamps to add a touch more character to them.

Willmar, M N 56201
Phone: (320) 235- 4252

Fax: (320) 235- 4917
5008 34th Ave. S

Minneapolis, MN 55417 Willmar, MN 56201
Phone: (320) 235-4252
FINANCE DEPARTMENT Fax: (320) 235-4917

5008 34th Ave. S
Page 222 of 487

51
The City of Willmar, MN || Direction 2 || Sample Tri-Fold Brochure Fronts For these brochures, we’re planning on using 1 color (Black) to save money. We could
utilize different colored paper stocks to add some variety to this system.
MECHANICAL MECHANICAL
PERMIT PERMIT
APPLICATION APPLICATION
BUILDING BUILDING
PERMIT PERMIT
APPLICATION APPLICATION
Phone: 320-235-8311 333 SW 6th St. Phone: 320-235-8311 333 SW 6th St. Phone: 320-235-8311 333 SW 6th St. Phone: 320-235-8311 333 SW 6th St.
Fax: 320-235-4917 Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201
willmarmn.gov/ willmarmn.gov/ willmarmn.gov/ willmarmn.gov/
Page 223 of 487

52
Page 224 of 487

53
HENRY FORD

Young.
Page 225 of 487

54
Direction 3
Page 226 of 487

55
Page 227 of 487

56
The City of Willmar, MN || Direction 3 || Logomark Variations
Page 228 of 487

57
The City of Willmar, MN || Direction 3 || Title Case Logotype Explorations
Trade Gothic
Visby Slab
DIN
Auckland Script
Page 229 of 487

58
The City of Willmar, MN || Direction 3 || Upper Case Logotype Explorations
Trade Gothic Ultramagnetic
Visby Slab Walbaum
DIN Bebas
AT Sackers Gothic Muller
Page 230 of 487

59
The City of Willmar, MN || Direction 3 || Custom Logotype Explorations
WELCOME TO
Page 231 of 487

60
The City of Willmar, MN || Direction 3 || Lock-up & Language Explorations
WELCOME TO
YOU BELONG HERE YOU BELONG HERE 1901
THE CITY OF IN STRE

MA E
THE CITY OF THE CITY OF M
TT
FRO
SINCE
O
1901
ET
WHE
LE T ’s M A K E T R ACKS!
ME
E S
R
TH
E PL AIN
THE COMMUNITY OF
THE COMMUNIT Y OF
THE COMMUNIT Y OF
THE JEWEL OF KANDIYOHI COUNTY

SINCE 1901
WELCOME TO WELCOME TO WHERE

TRACKS
CONVERGE
SINCE
N 1901
I C
1901
Page 232 of 487

61
The City of Willmar, MN || Direction 3 || Logo Lock-up & Illustration Explorations
THE COMMUNITY OF
M I N N E S O TA
YOU BELONG HERE 1901
THE CITY OF
M I N N E S O TA
You Belong Here 1901
WELCOME TO
THE COMMUNITY OF
M I N N E S O TA
YOU BELONG HERE
YOU B
ELONG HERE
Page 233 of 487

62
M I N N E S O TA
M I N N E S O TA M I N N E S O TA
Page 234 of 487

63
PULL
WELCOME TO
UP A
SEAT!
YOU B
ELONG HERE
OUr CUP is
always half
M I N N E S O TA full.
YOU BELONG HERE
THE CITY OF
Welcome to
Page 235 of 487
64
M I N N E S O TA
M I N N E S O TA
M I N N E S O TA
Page 236 of 487

65
The City of Willmar, MN || Direction 3 || Department Branding / Color Exploration
PARKS & RECREATION FINANCE DEPARTMENT PLANNING & DEVELOPEMENT WASTEWATER TREATMENT
FIRE DEPARTMENT POLICE DEPARTMENT HUMAN RESOURCES
PARKS & RECREATION FINANCE DEPARTMENT PLANNING & DEVELOPEMENT WASTEWATER TREATMENT
FIRE DEPARTMENT POLICE DEPARTMENT HUMAN RESOURCES

Page 237 of 487
66
The City of Willmar, MN || Direction 3 || Sample Patterns
THE COMMUNIT Y OF THE COMMUNIT Y OF THE COMMUNIT Y OF THE COMMUNIT Y OF
M I N N E S O TA M I N N E S O TA M I N N E S O TA M I N N E S O TA
UNIT Y OF THE COMMUNIT Y OF THE COMMUNIT Y OF THE COMMUNIT Y OF
S O TA M I N N E S O TA M I N N E S O TA M I N N E S O TA
Page 238 of 487

67
PARKS & RECRE ATION KAFFE &

community!
Page 239 of 487

68
The City of Willmar, MN || Direction 3 || Sample Poster Illustration
M I N N E S O TA
Page 240 of 487

69
ADMINISTR ATION Dept. CIT Y CLERK

Cit y A dminis t r ator Ci t y A dminis t r ator
Phone: 320-235-4913 333 Southwest 6th St. Phone: 320-235-4913 333 Southwest 6th St
Fax: 320-235-4917 Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201
Email: lvaliant@willmarmn.gov Email: JTHOMPSON@willmarmn.gov
PUBLIC WORKS HUMAN RESOURCES
GARY MANZER LuAnn Sietsema

DIREC TOR DIREC TOR
Phone: (320) 235-4252 801 Industrial Dr. SW Phone: 320-235-4913 333 Southwest 6th St.
Fax: (320) 235-4917 Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201
Email: gmanzer@willmarmn.gov Email: lsietsema@willmarmn.gov
PARKS AND RECREATION PL ANNING AND DEVELOPMENT

DIREC TOR DIREC TOR
Phone: 320-235-1454 2707 Arena Drive Phone: 320-235-8311 333 Southwest 6th St.
Email: rbaumgarn@willmarmn.gov Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201
Email: jwalker@willmarmn.gov
FIRE DEPT. POLICE DEPT.
Frank Hanson Jim Felt

FIRE CHIEF POL ICE CHIEF
Phone: (320) 235-4252 801 Industrial Dr. SW Phone: (320) 235-4252 2201 23rd St. NE, Suite 102
Fax: (320) 235-4917 Willmar, MN 56201 Fax: (320) 235-4917 Willmar, MN 56201
Email: FHANSON@willmarmn.gov Email: JFELT@willmarmn.gov
Page 241 of 487

70
Phone: (320) 235- 4252 801 Industrial Dr. SW

Fax: (320) 235- 4917 Willmar, MN 56201
Sept. 7th, 2023
Attn: JOHN DOE

Willmar, MN 56201
Greg Manzer
Page 242 of 487

71
The City of Willmar, MN || Direction 3 || Sample Envelopes To add a little more character to these envelopes we could make coffee pot stickers or
stamps to add a touch more character to them.

Willmar, M N 56201
Phone: (320) 235- 4252

Fax: (320) 235- 4917
5008 34th Ave. S

Minneapolis, MN 55417 Willmar, MN 56201
Phone: (320) 235-4252
Fa x: (320) 235-4917
ENGINEERING

5008 34th Ave. S
N STRE
MAI E
M
TT
FRO
SINCE
O
1901
ET
WHE
ME
E S
R
TH
E PL AIN
Page 243 of 487

72
The City of Willmar, MN || Direction 3 || Sample Tri-Fold Brochure Fronts For these brochures, we’re planning on using 1 color (Black) to save money. We could
utilize different colored paper stocks to add some variety to this system.

Phone: 320-235-8311 333 SW 6th St. Phone: 320-235-8311 333 SW 6th St. Phone: 320-235-8311 333 SW 6th St. Phone: 320-235-8311 333 SW 6th St.
Fax: 320-235-4917 Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201 Fax: 320-235-4917 Willmar, MN 56201
willmarmn.gov/ willmarmn.gov/ willmarmn.gov/ WEB: willmarmn.goV
Page 244 of 487

73
Page 245 of 487

74
Page 246 of 487

75
LANGUAGE SEARCH
PARKS & REC REPORT A PROBLEM PERMIT CENTER

WRAC TV VIDEOS CITY PROJECTS
City Hall Hours
Monday: 7:30a-5:00p
Schools New to Town
Site Map Tuesday: 7:30a-5:00p
Utilities Community Wednesday: 7:30a-5:00p
Contact Us
City Services News & Events Thursday: 7:30a-5:00p
Friday: 8:00a-12 Noon
Parks & Recreation 4th of July Saturday: Closed
Copyright © 2022 City of Willmar. All Rights Reserved
Sunday: Closed
Page 247 of 487

76
HENRY FORD

Young.
Page 248 of 487

77
Direction 4
Page 249 of 487

78
Page 250 of 487

79
The City of Willmar, MN || Direction 4 || Willmar Logotype
THE CITY OF
Page 251 of 487

80
The City of Willmar, MN || Direction 1 || Minnesota Logotype Exploration
Custom Typeface Visby Slab (Heavy)
MINNE SOTA
Futura BT (Extra-Black) Romy Caps
M I N N E S O TA M IN N E S OTA
Decima Nova (Heavy) Omnes (Black)

M I N N E S OTA MINNESOTA
Bakery Script Clan Condensed (Ultra)

MINNESOTA M I N N E S OTA
Page 252 of 487

81
The City of Willmar, MN || Direction 4 || Lock-up Explorations
COME T
EL O
WELCOME TO W S I N C E 19 01
MINNESOTA’S CROSSROADS LET’S MAKE TRACKS
S
T ’W E L C M
LE
OM
AKE
TO
CRO M N ’ E
SSR S
W E L CO M E T O
OA
DS
TR
THE LET’S M AKE
CIT Y OF TR ACK S!
AC KS
THE COM MUNIT Y OF

THE CITY OF THE CITY OF S MA
’WELCOME
LET
TO MN ’S
KE
CROSSROADS
S
T
EST.D 1901 ACK
LET’S M AKE TR ACK S TO
MA MA
THE COMMUNITY OF ’S ’S
WELCOME
LET
LET
KE
KE
TO MN’S
CROSSROADS
S I N C E 19 01
SINCE 1901 M AKE TO MN’S

R R
S
S
T
TR ACK S CROSSROADS
ACK ACK
Page 253 of 487

82
The City of Willmar, MN || Direction 4 || Lock-up & Color Explorations
EST.D WE LOVE 1901

THE CITY OF
W E L CO M E T O
THE CITY OF
EST.D 1901 LET’S MAKE TRACKS!
Page 254 of 487

83
The City of Willmar, MN || Direction 4 || Color & Type Experiments
Page 255 of 487

84
The City of Willmar, MN || Direction 4 || Department Branding
Admin Engineering
Parks & Rec Human Resources
Fire Public Works
City Clerk Water Treatment
Finance City Planning
Police Minn.
Page 256 of 487

85
Leslie Valiant
City Administrator
THE CITY OF Judy Thompson
City Administrator
PH: 320-235-4913 PH: 320-235-4913

FAX: 320-235-4917 FAX: 320-235-4917
Gary Manzer
Director
THE CITY OF LuAnn Sietsema
City Administrator
PH: 320-235-4913 PH: 320-235-4913

FAX: 320-235-4917 FAX: 320-235-4917
Rob Baumgarn
Director
THE CITY OF Justice Walker
Director
PH: 320-235-4913 PH: 320-235-4913

FAX: 320-235-4917 FAX: 320-235-4917
Jim Felt
Police Chief
THE CITY OF Frank Hanson
Fire Chief
PH: 320-235-4913 PH: 320-235-4913

FAX: 320-235-4917 FAX: 320-235-4917
Page 257 of 487

86
W E L CO M E T O
COME ON DOWN TO THE
2024
June 21st-25th
Page 258 of 487

87
The City of Willmar, MN || Direction 4 || Sample Posters
WELCOME TO
L COME T
E O
W S I N C E 19 01
Page 259 of 487

88
Page 260 of 487

89
Page 261 of 487

90
WELCOME TO THE CITY OF SEARCH
L ANGUAGE
PARK S & REC SCHOOL S NE W TO TOWN City Hall Hours Site Map - Contact Us
REPORT A PROBLEM UTILITIES COM MUNIT Y
Monday: 7:30a-5:00p
PER MIT CENTER CIT Y SERVICES NE WS & E VENTS Tuesday: 7:30a-5:00p
WR AC T V PARK S & RECRE ATION 4TH OF JULY Thursday: 7:30a-5:00p
Saturday: Closed All Rights Reser ved
Page 262 of 487

91
HENRY FORD

Classic, Beautiful & Friendly.
THE CITY OF Smart, Tech Savvy &
Young.
Page 263 of 487

92
Direction 5
Page 264 of 487

93
The City of Willmar, MN || Direction 5 || Logo Lock-up
Page 265 of 487

94
The City of Willmar, MN || Direction 5 || Logo Inspiration
PRAIRIE LAKES
Page 266 of 487

95
The City of Willmar, MN || Direction 5 || Language
Where the Lakes meet the Prairie.
Where Tech meets Common Sense.
Where Neighbors meet New Neighbors.
Where 1871 Horse Sense meet 2024 Common Sense.
Where Coffee meets More Coffee.
Willmar Where Turkeys meet Thanksgiving.
Minnesota’s Where the Immigrants meet the New Immigrants.

Crossroads
Where Highway 12 meets the Higher Ground.
Where Horse Sense meets Common Sense.
Where Common Ground meets Common Sense.
Where Lake Life meets a Better Life.
Page 267 of 487

96
The City of Willmar, MN || Direction 5 || Pattern
Page 268 of 487

97
The City of Willmar, MN || Direction 5 || Logo Lock-ups
The Community of
Willmar Willmar
MINNESOTA
Minnesota’s Crossroads
Willmar
Willmar
Page 269 of 487

98
The City of Willmar, MN || Direction 5 || Patterns
Page 270 of 487

99
The City of Willmar, MN || Direction 5 || Ad-Like Objects
Where the Lakes meet the Pairie.

Willmar
Where the Lakes meet the Links.

Willmar
Page 271 of 487

100
The City of Willmar, MN || Direction 5 || Ad-Like Objects
Where Great Moments

Willmar
become Great Memories. Minnesota’s Crossroads
Where Great Traditions

Willmar
meet AWESOME Costume Design. Minnesota’s Crossroads
Page 272 of 487

101
The City of Willmar, MN || Direction 5 || Water Tower
Willmar
Page 273 of 487

102
Page 274 of 487

103
Page 275 of 487

104
The City of Willmar, MN || Direction 5 || Willmar Personality Triad
HENRY FORD

Young.
Page 276 of 487

105
Direction 6
Page 277 of 487

106
Page 278 of 487

107
WILLMAR ESTD 1871
WHERE L AKES M EET T HE PRAI RI E

WILLMAR
W HERE LAKES MEET THE PRAIR IE
WILLMAR
W H E R E LA K E S M E E T
TH E P R A I R I E
ESTD 1871
WILLMAR WILLMAR
WH ERE LAKES MEET
W HERE L AKES MEET
THE PRAIRIE
T HE PRAIRIE
Page 279 of 487

108
The City of Willmar, MN || Direction 6 || Patterns
Page 280 of 487

109
Page 281 of 487

110
Page 282 of 487

111
Page 283 of 487

112
Page 284 of 487

113
Page 285 of 487

114
HENRY FORD

Young.
Page 286 of 487

115
Direction 7
Page 287 of 487

116
Page 288 of 487

117
Page 289 of 487

118
The City of Willmar, MN || Direction 7 || Willmar Minnesota Logomarks
WILLMAR M I N N E S O TA
Page 290 of 487

119
WILLMAR WILLMAR
M I N N E S O T A’S C R O S S R O A D S M I N N E S O T A’S C R O S S R O A D S
WILLMAR WILLMAR
WILLMAR
M I N N E S O TA’S C R O S S R O A D S
WILLMAR WILLMAR
WILLMAR WILLMAR
Page 291 of 487

120
The City of Willmar, MN || Direction 7 || Pattern
Page 292 of 487

121
Page 293 of 487

122
Page 294 of 487

123
Page 295 of 487

124
Page 296 of 487

125
Page 297 of 487

126
HENRY FORD

Young.
Page 298 of 487

127
B-Sides
Page 299 of 487

128
The City of Willmar, MN || B-Sides || Logo Lock-ups
wi l lmar
crossroads of minnesota
Page 300 of 487

129
The City of Willmar, MN || B-Sides || Logo Lock-ups
willm ar
c r o s s r oa d s o f m i n n e s ota
willm ar
c r o s s r oa d s o f m i n n e s ota
Page 301 of 487

130
Page 302 of 487

131
The City of Willmar, MN || B-Sides || W’s
Page 303 of 487

132
Recap
Page 304 of 487

133
The Heights Racquet & Social Club || Logo Recap
DIRECTION 1 DIRECTION 2 DIRECTION 3
DIRECTION 4 DIRECTION 5 DIRECTION 6 DIRECTION 7
Page 305 of 487

134
Thanks!
0 9/0 6/ 2 3
Page 306 of 487

1
The City of Willmar

Round 2 Design
11 /0 9/ 2 3
Page 307 of 487

2
Illustrations
Page 308 of 487

The City of Willmar, MN || Round 2 Design || Illustrations || Lakes Overhead View 3
Page 309 of 487

The City of Willmar, MN || Round 2 Design || Illustrations || Courthouse 4
Page 310 of 487

The City of Willmar, MN || Round 2 Design || Illustrations || Robbins Island Park 5
Page 311 of 487

The City of Willmar, MN || Round 2 Design || Illustrations || Railyard Switch 6
Page 312 of 487

The City of Willmar, MN || Round 2 Design || Illustrations || Statue 7
Page 313 of 487

8
Direction 1
Page 314 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 || Intro 9
W H E R E W E S TA R T E D S A M PL E RO U N D 2 LOC K- U P
THE COMMUNIT Y OF THE COMMUNIT Y OF

W WELCOME
Mn Minnesota TO MINNESOTA
Page 315 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 || W Logomark Exploration 10
Page 316 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 || W Logomark Exploration 11
Page 317 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 || Preferred Logomark 12
Rather than a buffalo fish, we wanted to create a unique W that reflects the tagline, Minnesota’s
Crossroads. Given the industrial history of the town, we’ve designed our W to incorporate that
strength while retaining our heart. This system, similar to the first direction of the round 1 work will
allow us to create unique icons for each of the cities departments. We’re sticking with a heart icon
given the position of Willmar in Kandiyohi County. We can then say things like “Visit the Heart of
Kandiyohi County.”
We’re not necessarily recommending this but wanted to show what the
logomark could look like used as the W with the rest of the logotype
Page 318 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 || Logo Lock-ups 13
LCOM E TO
WE
1901
M IN N E SOTA’ S CROS S ROA DS
MINNESOTA
WELCOME TO
MINNESOTA’S
CROSSROADS
MINNESOTA MINNESOTA’ S CROSSROADS
WELCOME TO H E A R T O F K A N DIYO H I COU NT Y

K ANDIYOHI
WELCOME TO
CO U N T Y
MINNESOTA MINNESOTA
MINNESOTA
OM E T CO M E T
THE K A N D I YO H I E LC O EL O
W W WELCOMES
HEART OF COUNTY
YOU!
L
CO
AL
M R
M
UN
IT Y FO
MINNESOTA
Page 319 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 || Tagline Exploration 14
TAG L I N E O P T I O N 1
NLECOSMO T
N WE ET
O WELCOME TO
A’
MI
S
MINNESOTA
CR
S
O MINNESOTA
D
SS R OA MINNESOTA’ S CROSSROADS
R E TH E L A
E LCOME T
E O WELCOME TO
W
KE
WH
WHERE MEET
MINNESOTA
THE L AKES THE PR AIRE
ME
E MINNESOTA
IR
T
THE PRA W H E R E TH E L A
KES MEET TH
E PR A I R E
B E LO
U ELCOME TO WELCOME TO
N
YO
W
G
01
INC
MINNESOTA MINNESOTA
19
.
HERE YOU BELONG HERE YOU BELONG HERE
Page 320 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 || Multi-Lingual Thoughts These are run through google translate and should be proofed. 15
S PA N I S H SO M A L I
BI
E NVENIDO
A S L A COMUNIDAD DE D
K U S OO
H AWOOW BUL SHADA REER
COM
DO
MINNESOTA MINNESOTA
IS
BU
A
G
N DA
O
T
U
ID L
RA OO SHA N
C A D PA
OY
D
DHA
RUCE S YA
HMONG CHINESE
O
IAB T
O STOS X AI LUB ZEJ ZOG NTAWM
Z
MINNESOTA MINNESOTA
TX
AM
AU Z E J Z O G
S
W
R
J S AW V DA
O
KE H
U
V SIB TS
Page 321 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Color Family 16
PR I M A R I E S S ECO N DA R I E S
TA
O
ES
N
IN
TA
M
O
Page 322 of 487
ES
The City of Willmar, MN || Round 2 Design || Direction 1 | Color & Language * With much love from 17
J A C AY L B A D A N
OO KA YIMID
VISIT THE HEART

O F K A N D I YO H I CO U N T Y
MINNESOTA
WHERE THE
PR AIRIE
MEETS THE
LAKES
MINNESOTA
WHERE THE PRAIRIE
MEETS THE LAKES
Page 323 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Department Specific Icons 18
HUMAN RESOURCES ENGINEERING CIT Y PL ANNING
P O L I C E D E PA R T M E N T A D M I N I S T R AT I O N P U B L I C WO R K S
PA R K S & R E C R E AT I O N CIT Y CLERK’S OFFICE F I N A N C E D E PA R T M E N T
F I R E D E PA R T M E N T WAT E R T R E AT M E N T M I N N E S O TA’ S C R O S S R OA D S
Page 324 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Department Specific Logos 19
HUMAN RESOURCES ENGINEERING CIT Y PL ANNING
P O L I C E D E PA R T M E N T A D M I N I S T R AT I O N P U B L I C WO R K S
PA R K S & R E C R E AT I O N CIT Y CLERK’S OFFICE F I N A N C E D E PA R T M E N T
F I R E D E PA R T M E N T WAT E R T R E AT M E N T M I N N E S O TA’ S C R O S S R OA D S
Page 325 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Department Specific Stamps 20
K S&R R E S OU NEERI N P L A NN
AR E AN GI Y I
N T
RC
N
C
H UM
P
G
E
CI
G
ES
Y CLER L IC
E DE I S TR AT I C WOR
C
IT K O
P
M
IN BL
PU
KS
T.
IO
P
AD
N
RE DE P T R E AT C E DE
FI
T.
ER M AN P
N
T
EN
FI
T.
WA
Page 326 of 487

M
IN
N
ES
O
M TA
IN
N C
O
ES M
O E
M TA T
IN
C O
N O M
ES M IN
O E N
M TA T ES
IN
C O O
N M
The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Patterns
O TA
ES M IN
C
O E N O
M TA T
IN O
ES M
C O E
N O M TA T
ES M IN
C O
O E N O
M TA T M
IN O
ES M
C O E IN
N O M TA T N
ES M IN
C O ES
O E N O O
M TA T M
IN O
ES M TA
C O E IN
C
N O M TA T N O
ES M IN
C O ES
O E N O O
M TA T M
IN O
ES M TA
C O E IN
C
N O M TA T N O M
ES M IN
C O ES M I
O E N O O E
M TA T M T
IN O
ES M TA
O
C O E IN
C
N O M TA T N O M
ES M IN
C O ES M IN
O E N O O E N
TA T ES M M TA T ES
C O O E IN O O
N O M N C M
TA T O TA
ES M IN
C O ES M IN
O E N O O E N
TA T ES M M TA T ES
C O O E IN O O
O M N C M
TA T O TA
M IN
C O ES M IN
E N O O E N C
T M T O
O
ES M TA
O
ES M
O E IN
C O E
M TA T N O M TA T
IN
C O ES M IN
N O O E N C
M T O
ES M TA
O
ES M
O E IN
C O E
TA T N O M TA T
C O ES M IN O
O O E N C
M T O
M IN
TA
O
ES M
E C O E
T N O M TA T
O ES M IN O
O E N C
M TA T O M
IN O
ES M
C O E IN
N O M TA T N
ES M IN O E
O E N C
TA T O M
O
ES M
C O E IN
O M TA T N
M IN
C O ES
E N O O
T ES M M TA
O O E IN
M TA T N
IN
C O ES
N O O
M
21
ES M TA
O E IN
Page 327 of 487
TA T N
C O ES
O
The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Patterns 22
M I N N E SOTA’ S W H E R E TH E PR A I R I E M I N N E SOTA’ S
VISIT THE VISIT THE
HEART OF MINNESOTA’S HEART OF
K A N DOYO H I CROSSROADS K A N DOYO H I
COUNTY COUNTY
C ROS S ROA DS M E ET S TH E L A KE S C ROS S ROA DS
M I N N E SOTA’ S W H E R E TH E PR A I R I E M I N N E SOTA’ S
VISIT THE VISIT THE
HEART OF MINNESOTA’S HEART OF
K A N DOYO H I CROSSROADS K A N DOYO H I
COUNTY COUNTY
C ROS S ROA DS M E ET S TH E L A KE S C ROS S ROA DS
Page 328 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Vertical Ad-like Objects 23
K A N D I YO H I EDITION
COUNT Y ONE
THE COMMUNIT Y OF
LET’S MINNESOTA
MAKE
TR ACKS!
WE LCO ME S
YOU !
Page 329 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Square Ad-like Objects 24
DONDE L AS LL ANUR AS SE
WHERE THE E N C U E N T R A N C O N L O S L AG O S
PR AIRIE MEETS
THE L AKES
MINNESOTA
L A COMUNIDA D DE
MINNESOTA
Page 330 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Horizontal Ad-like Objects 25
BUILD IN
MINNESOTA
FEST
JUNE 23 RD THROUGH JUNE 27 TH
LET’S ROCK!
Page 331 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Horizontal Poster 26
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 WELCOME TO MINNESOTA’S
Willmar Lake and Foot Lake. With its rolling hills forested by oak trees and trails that wind through the park, THE CIT Y OF CROSSROADS
Robbins Island is a spacious destination with vast green space, a sandy beach, and shelters available for rent.
Page 332 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Horizontal Poster System 27
WILLMAR TR AIN SWITCH K A N D I YO H I C O U N T Y C O U R T H O U S E

Kandiyohi County has been a railroad hub for more than 120 years. Today, Burlington Built in 1966, the building's projecting folded roofline supported by three-story
Northern Santa Fe Railway (BNSF) handles freight coming through Kandiyohi County, pylons and its varied surface treatment reflect the style of many 1960s buildings.
with a main line connecting Chicago to the Pacific coastal states. Gray, random-coursed 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.
Page 333 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Business Cards 28
WELCOME TO
CITY ADMINISTRATOR CITY ADMINISTRATOR
PH: 320-235-4913 PH: 320-235-4913

FAX: 320-235-4917 FAX: 320-235-4917
WELCOME TO
Gary Manzer LuAnn Sietsema
DIRECTOR CITY ADMINISTRATOR
PH: 320-235-4913 PH: 320-235-4913

FAX: 320-235-4917 FAX: 320-235-4917
E: lvaliant@willmarmn.gov E: lsietsema@willmarmn.gov
WELCOME TO
DIRECTOR DIRECTOR
PH: 320-235-4913 PH: 320-235-4913

FAX: 320-235-4917 FAX: 320-235-4917
E: lvaliant@willmarmn.gov E: jwalker@willmarmn.gov
WELCOME TO
Jim Felt Frank Hanson
POLICE CHIEF FIRE CHIEF
PH: 320-235-4913 PH: 320-235-4913

FAX: 320-235-4917 FAX: 320-235-4917
Page 334 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Letterhead 29
I N K E D S TA M P
TH E COM M U N IT Y O F
Phone: (320) 235-4252
Fax: (320) 235-4917
MINNESOTA
Willmar, MN 56201
Sept. 7th, 2023
Attn: JOHN DOE

Willmar, MN 56201
K AND
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque et pharetra eros. Etiam dapibus, IY O H I
COUN
Proin vitae scelerisque orci, luctus lacinia justo. Nam urna ex, laoreet sed urna quis, tristique TY
Greg Manzer
E M B OS S E D C IT Y S TA M P
Page 335 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Envelopes 30
Phone: (320) 235-4252

Fax: (320) 235-4917
Willmar, MN 56201
5008 34th Ave. S

Phone: (320) 235-4252

Willmar, MN 56201

5008 34th Ave. S
Page 336 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Tri-Fold Brochure Fronts 31
P U B L I C WO R K S A D M I N I S T R AT I O N ENGINEERING CIT Y PL ANNING

MOR E I N FO AT W W W.W I LL M A R M N .G OV MOR E I N FO AT W W W.W I LL M A R M N .GOV MOR E I N FO AT W W W.W I LL M A R M N .GOV MOR E I N FO AT W W W.W I LL M A R M N .GOV
Page 337 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Stickers 32
MINNESOTA
Page 338 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Street Banners 33
Page 339 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Sewer Cap 34
Page 340 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Billboard 35
CELEBRATE
WITH US!
JUNE 23 RD THROUGH JUNE 27 TH
Page 341 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Water Towers 36
Page 342 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Apparel 37
Page 343 of 487

Page 344 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Park Signage System 39
WELCOME TO
ROBBINS ISL AND

REGIONAL PARK
P A 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, Willmar, MN 56201
WELCOME TO
MILLER PARK
P A 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, Willmar, MN 56201
Page 345 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample City Office Signage 40
Page 346 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Instagram / Social Media Profile Imagery 41
Willmar, Minnesota
The City of Willmar, MN

www.willmarmn.gov
WHERE THE
PR AIRIE MEETS
T H E CO M M U N I T Y O F
THE L AKES
MINNESOTA
MIN N ESOTA’ S CROS S ROA DS
MINNESOTA
Page 347 of 487

The City of Willmar, MN || Round 2 Design || Direction 1 | Sample Landing Page 42
SEARCH
WELCOME TO
L ANGUAGE
MINNESOTA’ S CROSSROADS
THE HEART OF
K A N D I YO H I C O U N T Y
PARKS & REC SCHOOL S NEW TO TOWN City Hall Hours

Site Map - Contact Us
REPORT A PROBLEM UTILITIES COMMUNIT Y
Monday: 7:30a-5:00p
PERMIT CENTER CIT Y SERVICES NEWS & EVENTS Tuesday: 7:30a-5:00p
WR AC T V PARKS & RECREATION 4TH OF JULY Thursday: 7:30a-5:00p
Page 348 of 487

43
Direction 2
Page 349 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 || Intro 44
W H E R E W E S TA R T E D
Page 350 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 || Addressing Feedback 45
Page 351 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 || Logo Refinement 46
Page 352 of 487

Page 353 of 487

Page 354 of 487

Page 355 of 487

Page 356 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 || Alternate Logo 51
We decided to take the original Direction 5 logo, and attempt make it a bit more unique. For this logo,
removed the top layer of the “W” in the original logo. This one is meant to maintain that plains and
water expression that was very prevalent in the original direction, make it feel more unique, and allow
for some more versitility across the direction as a whole.
Page 357 of 487

WELCOME TO
MN CROSSROADS 1901
THE CITY OF
MINNESOTA CROSSROADS
Page 358 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 || Multi-Lingual Thoughts (These are run through google translate and should be proofed.) 53
ENCRUCIJADA DE MINNESOTA ISGOYSYADA MINNESOTA
S PA N I S H SO M A L I
MINNESOTA HLOOV 明尼蘇達州十字路口
HMONG CHINESE
Page 359 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Color Family 54
PR I M A R I E S S ECO N DA R I E S
Page 360 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Color & Language 55
WELCOME TO
MN CROSSROADS 1901
THE CITY OF
Page 361 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Department Specific Icons 56
ADMINISTRATION LIQUOR STORE LIBRARY
CITY CLERK PARKS & RECREATION POLICE DEPT.
HUMAN RESOURCES PUBLIC WORKS PLANNING & ZONING
FIRE DEPARTMENT WATER TREATMENT MINNESOTA CROSSROADS

Page 362 of 487
The City of Willmar, MN || Round 2 Design || Direction 2 | Department Specific Logos 57
ADMINISTRATION LIQUOR STORE LIBRARY
CITY CLERK PARKS & RECREATION POLICE DEPT.
HUMAN RESOURCES PUBLIC WORKS PLANNING & ZONING
FIRE DEPARTMENT WATER TREATMENT MINNESOTA CROSSROADS

Page 363 of 487
Page 364 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Sample Illustrations 59
Page 365 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Street Banner and Sewer Cap 60
Page 366 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Water Towers 61
Page 367 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Sample Park Signage System 62
WELCOME TO
ROBBINS ISLAND
REGIONAL PARK
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, Willmar, MN 56201
WELCOME TO
MILLER PARK
3 2 0 - 2 3 5 -1 4 5 4 805 11th St SW, Willmar, MN 56201
Page 368 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Sample City Office Signage 63
Page 369 of 487

Page 370 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Sample Business Cards 65

CITY ADMINISTRATOR CITY ADMINISTRATOR
WELCOME TO
PH: 320-235-4913 PH: 320-235-4913
FAX: 320-235-4917 FAX: 320-235-4917
MN CROSSROADS 1901 333 Southwest 6th St. Willmar, MN 56201 ADMINISTRATION 333 Southwest 6th St. Willmar, MN 56201
Gary Manzer LuAnn Sietsema

DIRECTOR CITY ADMINISTRATOR
WELCOME TO
PH: 320-235-4913 PH: 320-235-4913
FAX: 320-235-4917 FAX: 320-235-4917
E: lvaliant@willmarmn.gov E: lsietsema@willmarmn.gov
ADMINISTRATION
MN CROSSROADS 1901 333 Southwest 6th St. Willmar, MN 56201 333 Southwest 6th St. Willmar, MN 56201

DIRECTOR DIRECTOR
WELCOME TO
PH: 320-235-4913 PH: 320-235-4913
FAX: 320-235-4917 FAX: 320-235-4917
E: lvaliant@willmarmn.gov E: jwalker@willmarmn.gov
ADMINISTRATION
MN CROSSROADS 1901 333 Southwest 6th St. Willmar, MN 56201 333 Southwest 6th St. Willmar, MN 56201
Jim Felt Frank Hanson

POLICE CHIEF FIRE CHIEF
WELCOME TO
PH: 320-235-4913 PH: 320-235-4913
FAX: 320-235-4917 FAX: 320-235-4917
ADMINISTRATION 333 Southwest 6th St. Willmar, MN 56201
333 Southwest 6th St. Willmar, MN 56201
MN CROSSROADS 1901
Page 371 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Sample Letterhead 66
I N K E D S TA M P
Phone: (320) 235-4252

THE CITY OF
Fax: (320) 235-4917
Willmar, MN 56201
MN CROSSROADS 1901
Sept. 7th, 2023
Attn: JOHN DOE

Willmar, MN 56201
Greg Manzer
Page 372 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Sample Envelopes 67
Phone: (320) 235-4252

Fax: (320) 235-4917
MINNESOTA 1901 Willmar, MN 56201
5008 34th Ave. S

Phone: (320) 235-4252

Willmar, MN 56201

5008 34th Ave. S
Page 373 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Tri-Fold Brochure Fronts 68
MINNESOTA 1901 MINNESOTA 1901 MINNESOTA 1901 MINNESOTA 1901

MOR E I N FO AT W W W.W I LL M A R M N .G OV MO R E I N FO AT W W W.W I LL M A R M N .GOV MO R E I N FO AT W W W.W I LL M A R M N .GOV MO R E I N FO AT W W W.W I LL M A R M N .GOV
Page 374 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Sample Instagram / Social Media Profile Imagery 69
Willmar, Minnesota
The City of Willmar, MN

www.willmarmn.gov
WHERE THE
PR AIRIE MEETS
T H E CO M M U N I T Y O F
THE L AKES
MINNESOTA
MIN N ESOTA’ S CROS S ROA DS
MINNESOTA
Page 375 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Sample Landing Page 70
WELCOME TO SEARCH
LANGUAGE
MN CROSSROADS 1901
M I N N E S OTA
C R O S S R OA D S
PARKS & REC SCHOOLS NEW TO TOWN City Hall Hours Site Map - Contact Us
REPORT A PROBLEM UTILITIES COMMUNITY
Monday: 7:30a-5:00p
PERMIT CENTER CITY SERVICES NEWS & EVENTS Tuesday: 7:30a-5:00p
WRAC TV PARKS & RECREATION 4TH OF JULY Thursday: 7:30a-5:00p
CITY PROJECTS Sunday: Closed
Page 376 of 487

71
Alternate Styles
Page 377 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 || Alternate Logomark 72
We took the logo from the original Direction 6, and tried to decrease it’s complexity. It was a bit
overwhelming before, but by changing the line weights, and adding more breating room between
the parts, we have made something that accomplishes the goal we had before in a much cleaner way.
Page 378 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 || Alternate Logo Lock-ups 73
WELCOME TO
MN CROSSROADS 1901
THE CITY OF
Page 379 of 487

WELCOME TO
MN CROSSROADS 1901
THE CITY OF
Page 380 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Alternate Sample Patterns 75
Page 381 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 | Photo Treatment 76
Page 382 of 487

We made another attempt at recreating a W shape that worked well as a symbol, and represented
the overal vibe of Willmar in an exciting way. This one is similarly simplistic, while still maintaining a
lot of detail and meaning.
This logo was designed to fit in with the logotype, and work in place
of a traditional W. That being said, we don’t always have to use it that way.
Page 383 of 487

WELCOME TO
WELCOME TO
MN CROSSROADS 1901
THE CITY OF
Page 384 of 487

WELCOME TO
WELCOME TO
MN CROSSROADS 1901
THE CITY OF
Page 385 of 487

Page 386 of 487

Page 387 of 487

If we really like that original Direction 5 logo, and just need to make it a bit more unique, this is an
option. For this logo, we thickened up the lines a lot, and removed the top layer of the “W” in the
original logo. This one is meant to maintain that plains and water expression that was very prevalent
in the original direction, but now it is much more unique, and unlike something that was already done.
Page 388 of 487

WELCOME TO
WELCOME TO
MN CROSSROADS 1901
THE CITY OF
Page 389 of 487

WELCOME TO
WELCOME TO
MN CROSSROADS 1901
THE CITY OF
Page 390 of 487

Page 391 of 487

Page 392 of 487

The City of Willmar, MN || Round 2 Design || Direction 2 || Alternate Logo 87
We took the original logo from Direction 5, and simplified it down to it’s most basic form. It still
reads as a W, and can be used to show plans, waves, a sunrise, crops, and more. This super simple
expression lends itself well to a variety of applications, and can be a super useful tool if we want to
move in a sleek, special, and satisfying direction.
This logo was designed to fit in with the logotype, and work in place
of a traditional W. That being said, we don’t always have to use it that way.
Page 393 of 487

WELCOME TO
MN CROSSROADS 1901
THE CITY OF
Page 394 of 487

WELCOME TO
MN CROSSROADS 1901
THE CITY OF
Page 395 of 487

Page 396 of 487

Page 397 of 487

92
Recap
Page 398 of 487

The City of Willmar, MN || Round 2 Design || Logo Recap 93
DIRECTION 1 DIRECTION 2
K ANDIYOHI
CO U NT Y
MINNESOTA
MN CROSSROADS 1901
ALTERNATE OPTIONS
Page 399 of 487

94
Thanks!
11 /0 9/ 2 3
Page 400 of 487

2024 B R A N D G U IDE || 01-19-24 1
Page 401 of 487
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
Page 402 of 487
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

Page 403 of 487
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 This is a place where tradition and With an eye on our green spaces and
MESSAGING that involves all stakeholders for the innovation coexist seamlessly. Explore main street, we strive to preserve and
BRAND improvement of our schools, commu- an inviting haven where unity thrives, improve all our amenities. Whether it’s
nity, and county. We unite residents to where family ties are nurtured, and adding new park and trail features or
help enrich our schools, community, where opportunities are limitless. breathing new life into our historic
and county. Residents' genuine care downtown. There is plenty of room for
drives collective progress. 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

Page 404 of 487
LOGO
5
Page 405 of 487
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 These folders house all the For each lock-up, logotype and These are the file formats for All the various colors for a specific
various logo lock-ups and variations for each logomark we have created folders each logo. This example is what logo lock-up are here. These
stamp files. logotype lock-up shown in for various color modes. Some are our RGB folders will look like. lock-ups generally contain both 1
this styleguide. The names for printing purposes but some are They include vector .ai and .pdf and 2 color logo files. All .pngs
We’ll want to use our should correspond with the for digital applications. files as well as .pngs for applica- have a transparent background.
primary logos most of the pages in this styleguide. tions such as Microsoft Word or
time however every logo in FOR PRINT use the CMYK or Powerpoint. These .pngs are great for Micro-
this guide is present. Use PMS files as they’re spec’d in our soft applications, web and social
the styleguide to help Pantone colors or CMYK colors media but should usually not be
determin which logos work from our styleguide. The EPS, .AI used for print .
best for specific applica- and .PDF files should be used as
tions. they’re set up as vector files that
will print crisply at any size.
With our Welcoming
lock-ups, please ensure Use coated pms colors when
that a computer with the printing on coated materials such
font Verlag installed is as billboards, pens, apparel, etc.
used to ensure brand Use uncoated PMS colors when
accuracy. Also, that printing on uncoated paper stocks.
computer will need adobe
illustrator installed on it. *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.
LOGO || File Directory Instructions 6

Page 406 of 487
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
Page 407 of 487
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
1” wide or 72px 0.75” wide
MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
LOGO || Logotype Lock-up 1 & 2 8

Page 408 of 487
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
MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
LOGO || Logotype Lock-ups (Tagline) 9

Page 409 of 487
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
1.75” wide or 126px 1” wide
LOGO || Logotype Lock-up 3 10

Page 410 of 487
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
LOGO || Logomark Specifications 11

Page 411 of 487
HORIZONTAL
LOGO LOCK-UP 1
Our primary horizontal lock-up with only the

logomark and logotype.
MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
2” wide or 144px 1” wide
LOGO || Horizontal Logo Lock-up 1 12

Page 412 of 487
HORIZONTAL LOGO
LOCK-UPS 2 & 3
Horizontal lock-upS with the logomark and

more detailed logotype.
MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
LOGO || Horizontal Lock-ups 2 & 3 13

Page 413 of 487
VERTICAL
LOGO LOCK-UP 1
Our primary vertical lock-up with only the

logomark and logotype.
MINIMUM
SIZING SPECS
FOR WEB FOR PRINT
LOGO || Vertical Logo Lock-up 1 14

Page 414 of 487
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

FOR WEB FOR PRINT

LOGO || Vertical Logo Lock-up 1 15

Page 415 of 487
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.
FOR WEB FOR PRINT

FOR WEB FOR PRINT

LOGO || Curved Logotype Lock-ups 16

Page 416 of 487
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
LOGO || Welcoming Lock-ups 17

Page 417 of 487
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
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

Page 419 of 487
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

Page 420 of 487
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
LOGO || Department Logomarks 21

Page 421 of 487
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
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

Page 422 of 487
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
POLICE DEPA RTMENT
LOGO || Department Lock-ups 23

Page 423 of 487
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
LOGO || Department Stamps 24

Page 424 of 487
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

Page 425 of 487
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

Page 426 of 487
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
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
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
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
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
NOPQRSTUVWXYZ NOPQRSTUVWXYZ
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
Verlag (Book) This is a sample body copy block. Lorem Verlag (Light)
Some examples of how to lay out our type 12 pt ipsum dolor sit amet, consectetur adipiscing 15 pt THIS IS A SAMPLE SUBHEAD
when working with longer blocks of copy. elit. Donec nec turpis gravida, consectetur USING VERL AG LIGHT.
arcu eget, efficitur nulla. Quisque interdum
We’re noting point size in these examples to lacinia orci at ultrices. Nulla egestas fermen- This is a sample body copy block. Lorem ipsum dolor sit
help give an idea of proportion of body copy tum nisl, a convallis nisi pharetra ut. Here’s Verlag (Bold) amet, consectetur adipiscing elit. Donec nec turpis
9 pt gravida, consectetur arcu eget, efficitur nulla. Quisque
to headlines and subheads. something we want italicized dapibus dolor interdum lacinia orci at ultrices. Nulla egestas fermentum
sed volutpat. Proin fringilla viverra mi ac nisl, a convallis nisi pharetra ut. Here’s something we want
pharetra. Etiam ut mattis eros, quis luctus italicized dapibus dolor sed volutpat. Proin fringilla viverra
neque. Curabitur tortor arcu, sagittis non leo mi ac pharetra. Etiam ut mattis eros, quis luctus neque.
Curabitur tortor arcu, sagittis non leo fermentum, vehicula
fermentum, vehicula eleifend tortor. 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

VISIT THE VISIT THE
COUNTY COUNTY

VISIT THE VISIT THE
COUNTY COUNTY

VISIT THE VISIT THE
COUNTY COUNTY
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.
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.
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.
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
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
O P TI O N B
FR ANK HANSON
FIRE CHIEF
PH: 320-235-4913
FAX: 320-235-4917
E: jthompson@willmarmn.gov
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
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

Copy & Signature is FPO.

Willmar, MN 56201
Artwork shown at 75% scale.

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
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
Willmar, MN 56201

Mailing label is FPO.
REPL ACE
5008 S. 34th Avenue
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
Willmar, MN 56201
These envelopes are ideal for larger packets

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

ATTN: Jeff Johnson
5008 S. 34th Avenue

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%.

REPL ACE
5008 S. 34th Avenue
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
ATTN: REPLACE
5008 S. 34th Avenue
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.

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.

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.

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.

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

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

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
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
3 2 0 - 2 3 5 -1 4 5 4 805 3rd St SE
WELCOME TO
MILLER PARK
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

Page 475 of 487
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

Page 478 of 487
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.
MOCK-UP MOCK-UP
COLORS USED
Hex: Hex:
B9A24B 767769
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean at tempor magna. Sed 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 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 velit eget arcu fringilla consequat eu eget tellus. Suspendisse potenti. Suspendisse
pretium velit quis dolor sollicitudin ultrices. Phasellus sit amet sapien vitae metus 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 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, 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.
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
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
Donec nec turpis gravida, consectetur arcu Donec nec turpis gravida, consectetur arcu Quisque interdum lacinia orci at ultrices.
eget, efficitur nulla. Quisque interdum eget, efficitur nulla. Quisque interdum Nulla egestas fermentum nisl, a convallis nisi
lacinia orci at ultrices. Nulla egestas lacinia orci at ultrices. Nulla egestas Aenean pharetra ut.
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
fermentum nisl, a convallis nisi pharetra ut. sollicitudin, orci ac sodales ullamcorper, erat
01-10 -24 Dolor sollicitudin ultrices. Phasellus sit amet
diam 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. sed, viverra semper dui. Aenean sollicitudin, auctor. Etiam porttitor nulla eu pellentesque
Suspendisse et ultrices magna. Nulla aliquet orci ac sodales ullamcorper, erat diam auct
convallis auctor. Etiam porttitor nulla eu lobortis velit, eu mollis nunc dolor at odio.
pellentesque auct 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 Subhead 2 Subhead 3 Subhead 4
Donec nec turpis gravida, consectetur Dapibus dolor sed volutpat. Nulla Donec nec turpis gravida, consectetur Dapibus dolor sed volutpat. Nulla
at tempor magna. Sed vitae augue sit amet mauris interdum
arcu eget, efficitur nulla. Quisque egestas fermentum nisl, a convallis nisi arcu eget, efficitur nulla. Quisque egestas fermentum nisl, a convallis nisi
accumsan ac consequat mauris. Vestibulum in velit eget arcu interdum lacinia orci at ultrices. Nulla pharetra ut. Here’s something we want interdum lacinia orci at ultrices. Nulla pharetra ut. Here’s something we want
fringilla consequat eu eget tellus. Suspendisse potenti. egestas fermentum nisl, a convallis nisi italicized dapibus dolor sed egestas fermentum nisl, a convallis nisi italicized dapibus dolor sed volu.
Suspendisse pretium velit quis dolor sollicitudin ultrices. pharetra ut. volutpatafgafghafg. 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 C IT Y PL A N N I N G F I R E D E PA R TM E N T
ultrices magna. Nulla aliquet convallis auctor. Etiam porttitor
nulla eu pellentesque auctor. Subhead 1 Subhead 2 Subhead 3
Donec nec turpis gravida, consectetur Dapibus dolor sed volutpat. Nulla Donec nec turpis gravida, consectetur
arcu eget, efficitur nulla. Quisque egestas fermentum nisl, a convallis nisi arcu eget, efficitur nulla. Quisque
interdum lacinia orci at ultrices. Nulla pharetra ut. Here’s something we want interdum lacinia orci at ultrices. Nulla
egestas fermentum nisl, a convallis nisi italicized dapibus.. egestas fermentum nisl, a convallis nisi
pharetra ut. 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
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
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
Page 487 of 487

Willmar Design - Round 1

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Willmar Design - Round 1

Uploaded by

Copyright:

Available Formats

City of Willmar

City Council Action Request

Council Meeting Date: February 5, 2024 Agenda Item Number: 9.F.

Page 171 of 487

Page 172 of 487

The City of Willmar

Page 173 of 487

VANNA WHITE KUNAL NAY YAR

Page 174 of 487

BRAND COMMUNITY SHOWCASING NATURAL CULTURING GROWTH

BRAND AGRICULTURAL INDUSTRIAL PROMOTING RECREATIONAL

Page 175 of 487

THE CITY OF M I N N E SOTA’ S C RO S S ROA D S

W H E R E U N IT Y CU LTI VAT E S G ROW TH

Page 176 of 487

ALL THE LAKES IN THE AREA THE CIVIC CENTER

THE WILLMAR ROTARY CLUB WILLMAR PUBLIC SCHOOLS

ROBBIN'S ISLAND PARK SIBLEY STATE PARK

RIDGEWATER COLLEGE THE R AILYARD

BARN THEATER SPERRY PARK PICKLEBALL COURTS

THE FOXHOLE BREWERY DESTINATION PLAYGROUND

LATINO & SOMALI RESTUAR ANTS WILLMAR FEST

THE BIKE TR AIL SYSTEM THE AIRPORT

WAR MEMORIAL AUDITORIUM R AMBLEWOOD PARK

FLAGS OF HONOR MEMORIAL WILLMAR’S DOWNTOWN AREA

GLACIAL LAKES TR AIL KANDIYOHI COUNTY COURTHOUSE

STATUE OF CHIEF KANDIYOHI

Page 177 of 487

Page 178 of 487

Page 179 of 487

Page 180 of 487

LO NG S TA N DI NG H I S TORY I N V ITE S ...

Page 181 of 487

LO NG S TA N DI NG H I S TORY I N V ITE S ... N E W S TO R I E S

Page 182 of 487

Page 183 of 487

Page 184 of 487

The below option splits the logotype in a

Page 185 of 487

Page 186 of 487

TT Pubs (Black) Universe (75 Black)

Walstein (Medium) Verlag (Black)

Clearface (Heavy) Susa (Regular)

Alto Aldige Rift (Demi)

Page 187 of 487

Page 188 of 487

M I N N E S O TA’ S C ROS S ROA DS

Minnesota Mn Minnesota 1901

Minnesota THE VERY

Page 189 of 487

Page 190 of 487

With much love from

Page 191 of 487

The very Community Mn Minnesota

Explore lovely W HERE THE BU FFA LO ROA M

Page 192 of 487

Parks & Rec Human Resources

Fire Public Works

City Clerk Water Treatment

Finance City Planning

Page 193 of 487

Human Resources Admin Parks & Rec

Police Dept. Engineering Public Works