Logo Usage and Guidelines

See these guidelines for the visual identity usage and naming for Children’s Minnesota. View our brand guidelines (PDF) for more information.

Use of our name

The full, corporate name is Children’s Minnesota.

Use of our logo

Below are high-resolution versions of our color and black and white Children’s Minnesota logos. To download, click on the appropriate version and it will open in a separate window where you can “Save As.

Children's Minnesota 2-color logo
Children's MN black logo

The Children’s logo must be used in Children’s prescribed colors, or in black, or as a white reversal in any color. Any version of the logo that does not match any of these is inconsistent with Children’s identity and is not acceptable.

The preferred version of the signature is the two-color version. The colors used are specific Pantone© shades of blues (see below for formula). An acceptable alternative is reproducing the entire signature in any one of the two colors. See full logo usage chart.

The signature may appear in materials that are printed using colors other than the Children’s preferred signature colors. In those instances, an all-black signature should be used and can be printed on any color background that provides sufficient contrast. Reversing the signature to white from a colored background is also acceptable. The entire signature can be reversed from any of the three signature colors or any other color, providing there is sufficient contrast between the white signature and the background color.

Required white space

The Children’s signature must always be surrounded by a generous amount of space without intrusion of other graphic elements, type, or edges. The minimum amount of white space is the full height of the letter “s” in “Children’s.”

Reproduction size of the signature

The Children’s signature should be reproduced at least 7/8 inch tall, from the bottom of the logotype to the top of the star trail at its peak. To ensure legibility, this is the minimum size for reproduction. There are no maximum size restrictions as long as white space requirements are met.

Color formula

Primary colors:

PMS 2925 | HEX #009cde | RGB 0/156/222 | CMYK 85/21/0/0

PMS 280 | HEX #012169 | RGB 1/33/105 | CMYK 100/85/5/22


For maximum consistency with the Children’s identity:

  • Use Trade Gothic Bold Condensed No.20 as a title and headline typeface for brochures and other highly visible materials.
  • Use Georgia Regular or Avenir Roman for body copy in brochures and other highly visible materials