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Smithsonian Institution

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.

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.

Services

Branding
Art Direction
Copywriting
Public Speaking
Web design
Web Development
Motion

Creative Director

Gabe Kosowitz

Designer-in-Chief

Greg Fisk

Project Manager

Jessica Sadeq

Web Dev

Sean Burles

Motion Design

Bobby Spero

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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.

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.

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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New 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.

New 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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F—S

For inquiries and information

© 2024 Fisk Studio

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