Design System

MnDOT brand character

The professional, yet friendly expert

We engage our audiences with a tone that shows competence and confidence without arrogance. We start out making no assumptions about a general audience’s appetite for specialist engineering language, and get appropriately technical when the situation calls for it.

We balance authority with humanity. We strive for clarity and accuracy, empathizing with and listening to our audiences to understand their needs. We aren’t arbitrary; as often as possible, we explain the “why,” and if we don’t do it in advance, we’re always ready to when asked. 

To these ends, we use language in a precise way without being fussy. We’re conversational unless the situation or content dictate otherwise. 

We do the hard work to make things easier for the people of Minnesota.