MainePERS

Providing a modern brand identity for a traditional government organization

The Maine Public Employees Retirement System manages the retirement plans for numerous public employees in Maine, including teachers, public officials, legislators, judges and more. While their organization is the epitome of consistency and stability, they were ready to make a change when it came to the logo. They hired Visible Logic to design an updated identity that both staff and members would embrace.

Identity

Because Maine PERS supports many different types of public employees, they needed a hard-working logo that could appeal to a diverse audience. As the organization prepared to move into a new building, they used the opportunity to create a unified visual identity. Colors that were chosen for the new office’s interior and exterior were incorporated into the brand palette.

MainePERS logo
MainePERS branding guide

MainePERS icons

Visual System

Included in our new visual system was a collection of photo styles and icons that were designed to assist members in identifying the service or type of information most relevant to their needs. 

We also developed visual and content templates that their internal teams could use — in conjunction with our branding system — to create their own communications. This ensured brand consistency and standards for their internal teams.

Printed Materials and Member Communications

We applied our visual system to a wide array of printed marketing material — from a report to highlight their environmental and socially responsible investments to handbooks that provided information to various member groups. This created communications that spoke to different audience groups but maintained a consistent style and voice.

Judicial member handbook
State Member handbook
PLD member handbook
Teach member handbook
ESG report


Ready to update, refresh and renew your brand?
Let’s Talk