Schoolcraft County
Thompson
Cooks
Gulliver
Manistique
Seney
Germfask
Hiawatha
Mueller
Introducing Our New Look
Our Mission is to foster a vibrant, welcoming community where a love for the outdoors, meaningful connections, and bold ideas thrive. Rooted in nature, driven by creativity, and united by inclusivity, we invite everyone to explore, belong, and build something extraordinary—together.
Our Brand Pillars
Natural Passion
We are dedicated storytellers, driven by an unwavering connection to nature. Through descriptive language, we spark curiosity and help others see the beauty we experience every day. Our voice is knowledgeable, offering insights that reflect a true understanding of the land, and enthusiastic, capturing the thrill of a trailhead morning or a quiet moment by the water.
We celebrate all ways of connecting with nature—never narrow-minded, never dismissive—because passion for the outdoors should be as diverse as the landscapes we love.
Creative Possibility
This is a place where ideas take root—and grow into something remarkable. Our voice is inspiring, filled with optimism and energy that encourages people to imagine new beginnings here. Whether it’s launching a business, making art, or starting fresh, we speak with confidence in our area’s potential and the vision to see what’s possible.
We highlight our creative, entrepreneurial spirit with a bold, future-forward perspective—without ever being arrogant or dismissive of new voices or long-time residents. Here, possibility isn’t just welcomed—it’s woven into the fabric of our community.
Human Connection
Everyone belongs here. Our voice is inclusive, built on the belief that both visitors and future residents should feel genuinely welcomed and valued. We speak in a way that is warm and approachable, offering support, local insight, and real connection. Whether someone is planning a trip or imagining a new life here, we’re here to help them feel at home.
We lead with understanding—recognizing that each journey is unique—and always avoid being exclusive or dismissive. No matter your background or reason for reaching out, you’re part of the community the moment you arrive.
Brand in Action
Brand Elements
Logo
Each logo color variation is designed to reflect the creative energy of Schoolcraft County. This flexible range allows every town within the county to express its unique spirit while staying united under one brand. The town names use Raleway Bold and are colored in the darkest shade of their corresponding color variation, ensuring a strong visual tie to the palette. Whether used digitally or in print, these approved variations ensure consistency, clarity, and a vibrant connection to the community’s character.
Our Primary Logo
Manistique's Logo Variation
Fire Red
Bay Green
Twilight Purple
Storm Purple
Aqua Blue
Green Spruce
Sunlight Yellow
Color Palette
This color palette is bold, playful, and built for flexibility. Each set of shades reflects a unique trait—like creativity, energy, or approachability—giving towns across Schoolcraft County room to express their own identity while staying connected to the shared brand.
Typography
Our brand uses Mandira and Raleway to balance personality with clarity. Mandira Regular brings a bold, distinctive feel to headers and key callouts. Raleway is clean and approachable for body copy, with Raleway Bold used for town names in the logo. Ligatures are turned off in Mandira for better legibility.
