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Smithsonian

Brand update and identity guidelines

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New proportions

One of the most notable changes is the newly added margin around the Smithsonian sun. The visual tension where the sun touched the sky was making the logomark difficult to see, so we added a little margin room to allow the sun to shine and make the logomark easier to recognize when treated small. It was also a strategic choice to remove the word "Institution" from the primary logo lockup.

Several studies were done to arrive at the conclusion that logomark recognition was at 2-3% without the inclusion of the word Smithsonian. Our goal was to fix this problem with minimal changes.

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Co-branding initiative

To promote brand recognition across the institution, we developed a visual solution for co-branding. This new set of rules cohesion across the Smithsonian’s many units. Co-branding firmly establishes the Smithsonian as part of every museum’s brand by marrying the Smithsonian and museum brand together in a minimal way.

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Brand guidelines and website

In order to spread knowledge about the new brand, I worked to design and develop logo.si.edu. The new website was designed to be 100% accessible and responsive. It is an important resource that allows users to easily access anything related to big brand Smithsonian.

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Project Credits

Services

Branding
Art Direction
Copywriting
Public Speaking
Web design
Web Development
Motion

Collaborators

Smithsonian Brand Committee
Sean Burles — Development
Bobby Spero — Motion

Selected Works

Beyond MeatBranding

SmithsonianBrand Refresh

Google AIbranding

Smithsonian 175branding

Live in Venuesbranding

Squarecreative exploration

Facebook Bulletiniconography

DIS.POSEDpublication

Google Careers on Airmotion, branding, illustration

Launchpublication

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© Thorough™ 2021

Graphic Design Studio — LA