Design System

Imagery

Imagery should represent MnDOT's vision, mission and core values.

The brand imagery creation involves a system that allows for the combination of images and photography that are authentic, meaningful, and immersive. All photography should be representative of MnDOT's safe work environment practices (employees should be wearing appropriate safety clothing and following the safety guidelines for their work).

The imagery system

1. People photography to show workers on the job.
2. Construction photography to document the construction process or project experience (during and post construction, complete streets, innovative construction techniques).
3. Conceptual imagery (illustration) to illustrate benefits or solutions (an illustration showing multiple safety features that wouldn't normally all be found in one location)

Usage examples

1. People photography should highlight employees on the job (maintenance workers preparing trucks for summer or winter, construction workers). Photos should be authentic and in a genuine moment. Employees and workers photographed should represent MnDOT's diversity and inclusion core values.
2. Constructions/maintenance photography should be shot with the environment as hero rather than the individual. Natural light, genuine moments of the process of constructing, improving and maintaining our transportation infrastructure.
3. Illustration. Illustration can be a great way to visualize ideas or when photography doesn't exist. Style and concepts should be kept as current as possible.

Photography

MnDOT has a photograph collection that can be used as a resource and a staff photographer for new ideas, locations and shoots.

When using multiple images, try to use varying content and perspective to create visual interest and emphasis.

If stock photos become necessary, photos should be chosen and sent to [email protected] for review before purchasing.

Photography examples

Do: Use photography that represents real life situations, documents the construction process or highlights transportation features. Always make sure that people in photos are following appropriate safety guidelines (i.e. wearing hard hats and reflective clothing) whether they are MnDOT employees or otherwise.

Do: Use photography that accurately reflects Minnesota and the Minnesota transportation system. The Minnesota transportation system is unique to our state. Images of other states, countries and roadway features not found in Minnesota can create confusion and an unrealistic understanding of our transportation system. Do use photography that show what Minnesota's transportation system could be and potential roadway features when appropriate.

Don't: Use photos together that depict the same content from the same camera angle (it is acceptable to use before and after photos from the same angle to use the changes as a medium to tell the story). Pair photographs whose juxtaposition (angle, focus, depth, content, etc.) tells a bigger story.

When relevant and possible, include the location of images.