McKinley County

Identity

Rebranding a Large Government Agency

This strong iconic mark embodies the essence of McKinley County, New Mexico: solidly within Indian Country, it offers elements of Native tradition with the classical symbols of American democracy.

Filled with strength and confidence, the chief points the way to the horizon. He holds the torch of illumination, advancement, and progress. He gazes, unafraid, on the future while still honoring and being deeply rooted in tradition. He looks to the east, the direction of life. He is full of hope as he resolutely anticipates the sunrise. He is an experienced leader. He instills inspiration in his people who rely on his service, guidance, and authority.

The color palette signifies deep ties to the red earth, the sacred land in which the figure resides. His patterned bracelet represents his refined skill and trade. The torch he bears is Romanesque in design, signifying the ideals of democracy, justice, and equality. And the fire he bears is that which warms and provides insight to all of humanity.

The figure is paired with a typeface that is classical: elegant, stately, and polished. It has an authority about it that does not need to shout with bold or thick lines, but demands attention with its simple dignity. It allows the attention to be held by the figure while confidently maintaining its own ground.

Pictured at right: Style Guide for Branding use. Letterhead, Business Card, Vehicle Decal, Building Signage, Envelope, and County Seal

Client

The County of McKinley New Mexico, County Manager and Commissioners

Category

Design Logo