Approach:

Seaberry conducted a series of branding workshops, general audience focus groups and surveys, and provided market research to help the Smithsonian refine and clarify the name and tagline of the initiative. From there, Seaberry designers explored in-depth visual representations of race, diversity, culture and progress and provided the Smithsonain a series of logos to choose from. The final logo design paired a bold and modern font with a striking color palette that juxtaposes black against red, gold and orange to signal diversity and distinctly identify the Smithsonian’s role as a thought leader.