SMITHSONIAN 175

Anniversary Logo design

On August 10, 2021, the Smithsonian—the world’s largest museum, education, and research complex—celebrated its 175th anniversary. In honor of this momentous achievement, we designed a logo identity system and campaign that could stand the test of time and be used throughout the institution.

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After 10 years of often heated debate, on August 10, 1846, President James K. Polk signed legislation to establish the Smithsonian Institution. Since its founding, the Smithsonian has evolved into the world’s largest museum, education, and research complex, with 19 museums, the National Zoo, and nine research facilities.

On August 10, 2021, we celebrate the Smithsonian’s 175th anniversary, a unique opportunity, and a unique and urgent obligation, to share our spirit of learning and optimism about our future. While we will take pause and acknowledge our significant accomplishments, the anniversary is more than that—it provides a foundation for us to serve in new ways and with more impact. Our goal is to bring, physically and virtually, Smithsonian scholars, educators, and experts into cities, towns, communities, and schools in every state and territory.

Our anniversary will also launch a period of exceptional activity across the Smithsonian in anticipation of the 250th anniversary of American independence on July 4, 2026. Together as One Smithsonian, we are rededicating ourselves to help Americans celebrate, reflect, and heal by reminding them of who we are and what we can be.

— Lonnie G. BunchSecretary

Project Credits

Services

Branding
Motion

Collaborators

Greg Fisk — Design & Art Direction

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