Smithsonian Dynamic Identity
Choose an existing brand with a static logo and give it a dynamic identity. We chose The Smithsonian Institute as our base because we thought it be interesting to see how we can give a brand with such a rich heritage and adapt it to the modern age.
While we kept the concept of the original Smithsonian logo, we decided to simplify the design and typeface, giving it a sleeker appearance.
For the dynamic portion, we knew the Smithsonian Institute is divided into 6 categories—education, exhibition, zoo, research center, cultural center, and events—so we designed a graphic element for each of the categories. These graphic elements would then be super exposed on top of the sun. This way, the logo would change depending on which area of the institute you're visiting.
Concept: Jessica Natasha, Gabrielle Storrs, Mohini Khadaria, Jamie Kao
Logo Design: Jamie Kao, Jessica Natasha
Copy: Mohini Khadaria, Gabrielle Storrs
Manual Design: Jessica Natasha, Gabrielle Storrs, Mohini Khadaria, Jamie Kao