Blue Cross Blue Shield of Minnesota

Blue Cross Blue Shield of Minnesota — the largest health plan in Minnesota, providing health coverage to more than 2.7 million members — needed a visual system that would unify its brand.

Highlights

• Created a compelling visual system that would unify the BCBS brand to appeal to a broad audience
• New Brand Center website included logo, color, imagery, web standards, and representative brand examples
• Visual standards were designed to meet the needs of designers, writers, marketers, and vendors
• Employees find immediate answers and visual references for the work they do every day

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