Smithsonian Institution National Museum of Natural History



How do you give a more contemporary look and feel to a museum dedicated to telling millions of years’ worth of Earth’s story? That was our challenge as we undertook a rebranding effort for the Smithsonian National Museum of Natural History, the world’s second most visited museum after the Louvre. The project began with branding workshops and focus groups to inform the development of a new message platform. From there we developed a new and more contemporary wordmark, whose blue, orange, and green color options reflect the museum’s focus on things in water, things underground, and things living on Earth. We’ve worked with the museum to apply the new look to brochures, fundraising publications, signage, and other uses.



Wordmark & Brand Guide

Business Card

Exterior Building Signage

Kiosk Signage