Brand Pillars

Our digital brand is more than a logo and a color palette. It is a set of people-first principles that guide Maryland’s digital ecosystem. State agencies can use these brand pillars to create consistent digital experiences that build trust.

Helpful

Action-oriented, data-driven, text-based

We provide people with the information they need, written in plain language and presented in usable interfaces. We make complicated processes simple and understandable. We study what’s most important to our users and respond to their needs.

Accessible

Simple, straightforward, friendly

We meet the diverse needs of the people we serve. We use plain language and processes that are easy to understand. We deliver information in an accessible, multi-channel manner.

Dignified

Timeless, classic, bold

We represent our state government with authority and trustworthiness. Our effort to be human never undercuts the importance or credibility of the information we convey. We are friendly but not flippant; natural but not offhand.

Modern

Secure, device friendly, human-centered

We build digital products and services that evolve and improve. We recognize that many tools powering digital experiences change over time. To remain useful and relevant to our users, we work hard to keep pace with technical, stylistic, and social trends.

Logo

The State of Maryland logo is primarily used in the header and footer of a Maryland website or application.

For guidelines on using the logo in other locations, see logo guidelines.
Official State of Maryland logo files

Tone and Voice

Our voice is authoritative, trustworthy, and consistent across the Maryland digital ecosystem. We want people who use our services to feel comfortable, confident, and supported.

Our tone is conversational and warm, not impersonal and bureaucratic. When people read our content, it should feel like the voice of a real person who understands their needs and can assist them. See the Plain Language Standards for more details.

Our content

Uses short, clear sentences.
Is positive, speaks directly to users, and provides solutions, for example: “Here’s what you can do.”
Avoids complicated jargon.
Conveys a sense of authority by using grammar and full sentences.
Assures people we’re here to help.
Lifts up Maryland voices in an authentic way (does not sound like a testimonial).

Photography

Photography can be used to enhance Maryland’s digital presence, to bring life to government information, and to help people see themselves in Maryland’s public. Photography is not required, but can be a compelling way to communicate trust and authenticity.

Photography should always reflect Maryland’s Digital Brand Pillars.

Selecting Photography

The State of Maryland Flickr account contains many photos appropriate for use on Maryland digital properties.

Select photos that feel candid and authentic, highlighting scenes from everyday life and evoking emotions of comfort, confidence, and trust.
Show real Marylanders (when possible).
Make sure photos appear as though they could have been taken in Maryland (local flora, representative architecture, etc.) unless otherwise appropriate.
Opt for photos with warm, natural lighting.
Consider the context and mindset in which people will observe the photo. Be wary of using photos that might be disconcerting to someone in a state of distress or crisis.
Choose the highest quality image within the limits of available resources.
If possible, use professionally produced photography.

Using Photography

Beyond color correcting and minor editing, limit filters and unnecessary techniques that can detract from a photograph’s authenticity.
Be mindful of people’s contexts when using the web, for example, large images may be challenging to view effectively for people with low-bandwidth or limited data plans.

Illustrations

Illustrations on the State of Maryland’s digital properties can be used to quickly communicate complex concepts or to amplify the meaning of important content. Illustrations are not required and should not be used to “decorate” the interface.

Illustrations should always reflect Maryland’s Digital Brand Pillars.

Selecting and Using Illustrations

Select 2D illustrations that evoke emotions of comfort, confidence, and trust.
Select illustrations relevant to the surrounding page content.
Select high-quality, sharp, and bright illustrations with good composition.
Make sure illustrations have high contrast in relation to the surrounding page content.
Do not use overly dramatic, overly stylized, cartoon, or whimsical styles.
Use high-quality stock or original illustrations produced by a professional illustrator.