New Mexico Department of Health Brand

NMHealth logo with purple, orange, and black text and a stylized purple and orange feather design.

The Story

The New Mexico Department of Health needed updated branding that represented a respected organization, but also felt approachable and accessible.

The logo mark was one of the first challenges. What was the best way to represent the public health department for New Mexico? 

We chose the roadrunner, the state bird. Combined with the symbol are mountains, a valley and a river. The mountains are also shaped into "NM" while the tilde-shaped river represents the pop of color on a roadrunner's cheek.

The roadrunner is a symbol within multiple Native communities in the state like the Hopi Pueblo. They are medicinal creatures that ward off evil spirits, making it an ideal symbol for the health department of New Mexico. The logo mark was changed for brand launch at discretion of the cabinet secretary, but all other elements stayed in-tact.

The word 'Bitter' displayed in purple text.
The word "Manrope" in large, bold, coral-colored letters on a transparent or white background.

The font pairing, Bitter and Manrope, balance legibility, professionalism, and friendliness, while being open source fonts from Google, making them accessible to all staff.

Initially, the font pairing was Museo Slab and Akzidenz-Grotesk, visible in the brand mock-ups below. The fonts were adjusted prior to launch in favor of Bitter and Manrope, which ultimately increased font availability within the agency. These two fonts have provided flexibility in tone and are consistent with the goal of the branding: approachable and accessible.

Color palette chart displaying 10 colors with corresponding names: Eggplant, Violet, Neon Blue, Cornflower Blue, Teal, Dandelion Green, Honey, Tangerine, Scarlet, Berry.

The core brand colors, eggplant purple and tangerine orange, are inspired by the spectacular New Mexico sunsets, and designed to connect with the core audience: family healthcare decision makers. This audience skews toward women with dependent children or grandchildren. The inclusion of other swatches allows us to pivot to appeal to audiences which may not be in-line with the general brand demographic.

Though it is atypical for a brand to contain an arsenal of colors, each swatch has found purpose, allowing campaigns and graphics feeling unique and fresh, but cohesive. Each swatch has two tints and two shades. The expression of this branding is present in all my work with the agency.

Front and back view of a purple hoodie with white and orange logo on the front and a stylized wing on the back.
Business cards on a wooden desk, branding for 'MHMHealth' and 'Blain Romero Project Supervisor,' with purple, orange, and white color scheme, paperclips, and a brochure partially visible.
Close-up of the rear side of a black car parked on a street with trees and other vehicles in the background, featuring a sticker that reads 'NMHealth' with a stylized bird logo.
Open brochures with NMHealth branding, featuring abstract orange, purple, and white designs, and sample text visible on the inside page.
A person holding a white tablet displaying a colorful health awareness webpage featuring a smiling woman with glasses and a headband, with the text 'Community Health is Your Health.' The background is blurred with greenery.
Identification badge for Rick Abdiel with his photo, title, and organization logo, connected to a lanyard and a phone displaying his contact information.
Brochure from NM Health with the title "What does My Health represent?" showing images of a man at a health booth and a woman cooking on a grill.
A folded newspaper on a white surface featuring an article with an image of a modern building on the left page and a colorful community health flyer on the right. The flyer promotes community health initiatives with a person smiling, wearing a cap, a
White polo shirt with orange collar and sleeve cuffs, and logo reading 'NMHealth' with a stylized purple hummingbird on the chest.
Poster with a child reaching up, emphasizing community health, with text that says 'Community Health is Your Health' and logos for NMHealth and NMHealth.org at the bottom.
Collage of colorful pamphlets and photographs related to community health initiatives and public health office funding, featuring images of flowers, outdoor events, and people in community settings.
A mobile phone displaying a webpage with information about PrEP, including a headline "What you need to know about PrEP," a photo of two women laughing, and a poster for the Las Cruces Immunization Event at the NMHealth website. The background featur
A promotional booth with purple, orange, and white branding for NM Health, featuring images of smiling people and messages about community health and empowerment.
A tall cylindrical can with a purple body, red cap, and orange wavy line design, featuring the partially visible text 'NFALUTH'.
Reflection of trees and a building visible on a glass window with sign for NM Health public health office in Bernalillo County, Wellesley Health Center, with hours of operation listed.