Oregon's Department of Human Services (ODHS) unveiled a new brand identity today—a redesigned logo, an updated color scheme, and modern typography. The agency's move aims to better represent its services and the communities they serve, moving away from the prior confusion linked with the acronym "DHS," which many associated with the federal Department of Homeland Security, a particular concern for immigrant and refugee communities.
The new logo, a confluence of three human shapes, symbolizes connection, community, and collective strength. In a statement obtained by the ODHS's official website, the design seeks to project simplicity, warmth, and a message of inclusivity - to evoke feelings of being seen, supported, and hopeful. Their choice of colors—North Star Indigo, Willamette Spring, High Desert Sand, and Glacial Blue—is not only selected for their symbolic meanings but also to comply with ADA accessibility standards, representing trust, compassion, momentum, and calm.
This visual update introduces not only a fresh face but also prioritizes accessibility. According to the ODHS's announcement, the typefaces Noto Sans and Aptos were chosen for their readability across digital and print platforms. These fonts are described as clean and contemporary, forming part of a concerted effort to make ODHS materials navigable and easy to read, especially for those with visual or cognitive impairments.
The rebranding effort comes as part of a larger initiative to make ODHS services more accessible and inclusive. Each color from the palette meets ADA standards, and along with the new typography, aims to ensure that "every person in Oregon can connect with our services and feel included in our work," as cited on the ODHS's website. As Oregonians come across ODHS materials, from websites to printed flyers, the new branding is set to be a consistent thread, uniting the agency's message and mission across various forms of user engagement.
