Smithsonian Institution
Brand Update 2018

Updating a brand that's aiming to have 1 billion impressions in 2018 is no small task. I worked with the Smithsonian Institution to help bring their visual identity back up to speed. The brand had to adapt to new forms of communication that were not prevalent when the logo was last updated decades ago. From updating the logo to a responsive logo system to design, writing, and implementation of the 2018 identity guidelines, I worked to bring new ideas to life and make something flexible and usable for years to come.

Services

Branding
Art Direction
Copywriting
Public Speaking
Web design
Web Development
Motion

Services

Branding
Art Direction
Copywriting
Public Speaking
Web design
Web Development
Motion

Collaborators

Gabe Kosowitz
Jess Sadeq
Smithsonian Brand Committee
Sean Burles (development)
Bobby Spero (motion)

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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.

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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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Brand Guidelines 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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Selected Projects—

DCEFFFestival Brand

Humanity MuralTypography

TypehikeTypography

Thrive MagazinePublication Design

Project ThoroughTypography

DC Design WeekBranding

Greg Fisk
Design & Art Direction