The National Air and Space Museum unveils a reinvented brand

For the first time since opening in 1976, the Smithsonian’s National Air and Space Museum is unveiling a new brand and identity, ahead of the opening of the first phase of the renovated flagship building on the National Mall scheduled for this fall.

Designed to signal the moments of wonder that inspire and fuel innovation, which are celebrated through museum experiences, the logotype uses positive and negative space to create a stylized contraption that simultaneously suggests aviation and spaceflight. . Exploring and creating the brand was a museum-wide effort conducted with the help of Utah-based branding, design and marketing firm Boncom.

Credit: Smithsonian National Air and Space Museum

“The reimagined Air and Space brand exemplifies our vision to help build a nation of innovators and explorers,” said Chris Browne, Director John and Adrienne Mars of the National Air and Space Museum. “Ahead of the opening of transformed exhibits this fall, our new brand is helping us reintroduce the national collection with new stories and unforgettable experiences.”

During a period of major transformation, the redesign of the National Air and Space Museum – from galleries to digital experiences – aims to return the world’s premier collection of artifacts, stories and expertise air and space accessible to all. Embodying celebration, inspiration, accessibility and inclusivity, the reinvented museum experience invites everyone to find their place in aviation and space.

“The dual nature of the brand plays an important role not just in what content areas the museum presents (air and space), but where and who it serves,” Browne said. “The National Air and Space Museum is for everyone, whether avid or casual visitor, in person or digital, through imagination or reality, past or future .”

The Smithsonian’s National Air and Space Museum houses the largest and most significant collection of aeronautical and space artifacts in the world, encompassing all aspects of human flight, as well as works of art and documents related archives. The museum’s flagship building is located on the National Mall in Washington, D.C. at 655 Jefferson Dr. SW, and its Steven F. Udvar-Hazy Center is located in Chantilly, Virginia, near Washington Dulles International Airport.


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