For Oregonians that need assistance with elections, public records, business registration, and government transparency, the Oregon Secretary of State’s Office is a state agency that provides essential services to keep our state accountable. Unlike private organizations, the office delivers constitutionally mandated services that promote civic engagement.
The Problem
The Oregon Secretary of State’s Office has never had a logo that is distinctive to the agency. It uses the Oregon State Seal, which is used by all Oregon state agencies in some form. But it does not truly have its own specific brand that can unify the agency’s 5 divisions.
Research Methodology
Qualitative Data — Focus groups, market & competitor research, and audience surveys.
Key Insights
Inspires Clarity
“Many Oregonians are unfamiliar
with our state agency.”
Inspires Unity
“Many Oregonians don’t know that these divisions belong to our office.”
Inspires Trust
“Our office has a complicated history,
we need to rebuild trust.”
The Solution
Create a cohesive brand for the Oregon Secretary of State’s office that allows unique brand expression for each division but unifies the divisions so that it is apparent they are part of the Oregon Secretary of State’s office.
The Results
A flexible yet accessible agency brand that unifies the divisions of the Oregon Secretary of State’s office under one identity, one that Oregonians from all walks of life and with all needs can trust.
“I love the color change around the border of Oregon landing into a tree sweeping everyone up into unity.”
— Clackamas County Resident, 45-59
“Feels very Oregon and familiar.”
— Marion County Resident, 45-59
“Current. The icon is great,
and creates a modern inviting approach to the SOS.”
— Multnomah County Resident, 45-59
