Individual Piece
Agency - Beyond Definition
Client - Smithsonian
The Smithsonian Arts + Industries Building has not been used since 2004. With a plan to reopen for The Future Project exhibit, the Smithsonian needed a flexible identity with a dual-purpose logo that served the needs of both fundraising and promoting The Future Project’s mission to showcase the world’s most innovative technologies and views on where our species is headed. In addition, the identity needed to fit into the Smithsonian brand family. Both versions of the logo use a simplified interpretation of the building’s architecture to create a contemporary mark, accompanied by each of the names typeset in a clean, technical font. The Arts + Industries Building logo depicts the building’s exterior in isometric view, while The Future Project logo shows the same perspective but with the roof off, revealing the exhibit’s interior space. The color palette and gradient effect has a vibrant feel as if shining light on the future.
Director of Brand Strategy: Alex Blair
Creative Director & Designer, Jen Fose