Smithsonian Dynamic Identity

The object was to choose an existing brand with a static logo and give it a dynamic identity. We chose The Smithsonian Institute as our base because we thought it be interesting to see how we can give a brand with such a rich heritage and adapt it to the modern age.

For the dynamic portion, we knew the Smithsonian Institute is divided into 6 categories—education, exhibition, zoo, research center, cultural center, and events—so we designed a graphic element for each of the categories. These graphic elements would then be super exposed on top of the sun. This way, the logo would change depending on which area of the institute you're visiting. 

 While we kept the concept of the original Smithsonian logo, we decided to simplify the design and typeface, giving it a sleeker appearance.

While we kept the concept of the original Smithsonian logo, we decided to simplify the design and typeface, giving it a sleeker appearance.

My team and I were tasked to create a three volume set brand manual for the new Smithsonian Institute. The manual covers brand strategy, brand guidelines, brand experience, corporate immersion, environmental immersion and more.

While the entire concept of the redesign was a group effort, our team of four was divided into three groups for the design of the manual. With Jessica Natasha designing Volume I: Brand Philosophy, Jamie Kao for Volume II: Brand Identity, and the Mohini Khadaria & Gabrielle Storrs covering Volume III: Brand Immersion