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Friday
Apr222011

What do the name, logo and tagline mean?

1000 Friends of Minnesota changed its name to Envision Minnesota in April 2011. Below we provide a few comments about the new name, our logo, and our tagline to share why we decided to make the change.

The Name: Envision Minnesota

Here’s why we like our new name: We like the action verb, “to envision.” When you hear our name, you are asked to envision the future for our state. You can’t help but tap into your values and aspirations for your community and state when you envision it. You are engaging in the very activity that we most value: putting your mind to the task of taking care of and improving the very fabric of our lives: our communities. We are a statewide organization, so asking people to envision “Minnesota” makes sense.

The Logo: A ribbon drawing you upward

Our logo is abstract, a ribbon that draws you upward in its arc. The logo defies interpretation, though it invites literal ideas that relate to our work. The ribbon could be a road, a river, a buffer, or a boundary separating land uses. If it were a line graph, it would indicate a positive trend. If it were carved in a solid material, it could stand on its own base. The two ribbons imply that there is more than one way to get to a destination. We won't all envision the same future for our community. But if we each tap into our values and aspirations, we'll find the basis for moving forward together. Designer Patty Voge of Scales Advertising worked with Envision Minnesota staff to develop the logo.

The Tagline: Thoughtful development. Thriving communities.

Since our name and logo are somewhat abstract, we wanted to use our tagline to be more explicit about our work. We wanted to let people know that we value, pursue, promote, advocate for, implement and otherwise strive for a state with vibrant cities and towns close to clean rivers, lakes, and parks. A state with livable communities designed for people who have the freedom to choose how they get around and with housing options for people at all income levels and stages of life. A state that invests its taxpayer money wisely, and sees its economic competitiveness directly tied to its high quality of life. How do you say that simply? Thoughtful development.

And if you pursue, promote, and advocate for thoughtful development, what is the result? Thriving communities. Places that are filled with life, where people want to spend their time and live their lives. Communities that welcome us, where we have opportunities to learn, work, play, raise families, shop, volunteer, and watch the world go by. Urban, suburban and rural places that have a strong sense of community that make us glad to call them home.

Thanks, Tunheim Partners, for helping us boil down our work into a concise, memorable phrase. Thoughtful development. Thriving communities. It's what we're all about.

-Jill Mazullo

References (4)

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    Response: cuenta nomina
    nice site !!
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    Envision Minnesota - Potluck - What do the name, logo and tagline mean?
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    Envision Minnesota - Potluck - What do the name, logo and tagline mean?
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    Response: review
    Envision Minnesota - Potluck - What do the name, logo and tagline mean?

Reader Comments (3)

I really like the change. It genuinely speaks to the work you do, the values you hold, and the ideals you strive for.

April 27, 2011 | Unregistered CommenterJoella Givens

Thank you Joella, we hope that it invites people to join us in imagining the best possible future for Minnesota. Thanks for visiting!

April 27, 2011 | Unregistered CommenterSally Wakefield

Congratulations! I like the new name/logo/tagline.

April 27, 2011 | Unregistered CommenterRick Birmingham

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