Brand Foundation
The New Jersey Innovation Authority brand should make public-sector innovation feel practical, credible, and accessible. The guidance in this section defines the standards behind individual design choices.
Brand Promise
Section titled “Brand Promise”NJIA helps public institutions design and deliver better services for New Jerseyans. Brand expression should make that work feel clear, useful, and connected to measurable public value.
Design Principles
Section titled “Design Principles”- Clear before clever. Prefer direct composition, plain language, and recognizable hierarchy.
- Institutional, not distant. The brand should feel trustworthy without becoming cold or generic.
- Practical by default. Materials should make it easy for a reader to act, decide, or learn.
- Accessible from the start. Visual and written communication must work across ability, device, language familiarity, and context.
Governance
Section titled “Governance”Document every approved rule in this site. When a guideline changes, update the related page and include enough context for future contributors to understand why the decision changed.