Web Sites

Blue Cross and Blue Shield of Minnesota Visual System

Visualizing a unified brand message

How do you help an organization as large and complex as Blue Cross and Blue Shield of Minnesota convey its brand in a unified, consistent manner? Even though Blue Cross is one of the most identifiable brand names in America, the organization has many diverse audiences and faces tougher competition than ever before. Larsen created and helped Blue Cross implement a visual identity system that would provide a common visual framework and brand vocabulary across the organization. Accessible online, the visual system helps Blue Cross designers, writers, marketers, and vendors speak with a single voice when creating communications. System guidelines include logo, color, imagery, and Web site standards.