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SMITHSONIAN BRAND UPDATE

Updating a brand that has 1 billion impressions per year is no small task. We worked with the Smithsonian Institution to bring their visual identity up to speed to the new communication forms that weren’t prevalent when the logo was first designed. From creating a logo design system to writing a comprehensive brand guide, Thorough brought new ideas to life with the goal of making a flexible and usable brand for years to come.

LAUNCH 2019 is an exhibit highlighting exemplary graduating student work from Maryland Institute College of Art’s MFA and MA programs. I worked with curators Ginevra Shay and Jerome Harris to come up with the exhibit brand and event catalog highlighting the event. This was the first exhibition of its kind, taking place during one of the most celebratory and electrifying weekends on MICA’s campus.

SERVICES

SERVICES

Branding
Art Direction
Copywriting
Public Speaking
Web design
Web Development
Motion

Typography
Layout
Screen Printing
Risograph Printing

CREDITS

CREDITS

NEW PROPORTIONS

One of the biggest changes was the newly added margin around the sun. The visual tension where the sun touched the sky was making the logomark difficult to see. Adding just a little margin allowed the sun to shine and made 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 in order to arrive at the conclusion that logomark recognition was at 2-3% without the inclusion of the word Smithsonian.

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CO-BRANDING INITIATIVE

To promote brand recognition across the institution, I worked to develop a visual solution around co-branding. This new set of rules was created to help promote cohesion. Co-branding firmly establishes the Smithsonian as part of every museum brand by marrying the Smithsonian and museum brand together in a minimal way.

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LOGO.SI.EDU

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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SELECTED PROJECTS

Resilience Muralbrand identity, environmental

Smithsonian 175brand identity, motion graphics, typography

Beyond Meat Brand Refreshbrand identity, typography, packaging

Smithsonianbrand identity, typography, web design

Break Tapesillustration, web design, typography

Extend the Cyphertypography, motion graphics

Creative Theorybrand identity, environmental, web design

Google Careers on Airbrand identity, illustration, motion graphics

Facebook Venues + Tidal + Oculusbrand identity, motion graphics

Launchbrand identity, typography

Sidedoormotion graphics, illustration, typography

King of Whattypography

Spin Controlbrand identity

Facebook Bulletinbrand identity

Humanity Muralenvironmental, typography

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