Our Identity

A brand is more than just a logo. And a logo is more than just a mark or symbol. A logo must work with other design elements to seamlessly adapt across colors, dimensions, and uses. This is called a logo identity system.

The Smithsonian has created a logo system that is flexible enough to be broken apart or used in totality, depending on the design need.

As we roll out this expanded identity system, it’s important to note that the logomark has not changed. In honoring our legacy, we not only retain the spirit of the original identifier last updated by Ivan Chermayeff but also recognize the historical significance of the logomark itself.