The Minnesota Star Tribune
After 157 years, Minnesota’s leading news publication set out to expand beyond its core readership in the Twin Cities and connect with the entire state. The project involved a full strategic repositioning, renaming, and rebrand—laying the groundwork for a more inclusive, future-facing model of regional journalism.
The Star Tribune faced a unique challenge: maintaining its legacy as a statewide institution while confronting perceptions of serving only a narrow metro audience. Renaming it “The Minnesota Star Tribune” marked the first step in signaling a broader, more inclusive mission.LogoThe updated star mark signals an ambition to connect across the North Star State. A custom wordmark complements the symbol, echoing its geometry and bringing clarity and cohesion to the full logo system.
ColorA core grayscale palette keeps content in focus, while a range of greens—optimized for data—adds clarity and energy. Secondary colors help organize content areas like sports and politics, and expand into expressive gradients for marketing moments.
TypographyA versatile typographic system uses Publico and Graphik to cover a wide range of content and messaging. Varying widths and weights create clear distinction across formats, while maintaining a cohesive voice throughout.
AnnouncementThe go-to-market strategy paired smart messaging with contextual placements—reinforcing the brand’s commitment to quality journalism and its vision to reach every corner of the state.
Next project: Swash Credits
Agency: 10 Thousand Design
Design Directors: Matthew Ulstad, Ed Bennett
Designer: Greta Hatzung
Creative Director/Writer: John Neerland