The Smithsonian’s National Air and Space Museum has unveiled a new brand and identity for the first time since opening in 1976.
The museum’s reimagined brand comes ahead of the opening of the first phase of the renovated flagship building on the National Mall in Washington, D.C. later this year.
The new identity was created by the museum in collaboration with Utah-based brand, design and marketing firm Boncom.
“The reimagined Air and Space brand exemplifies our vision of helping build a nation of innovators and explorers,” said Chris Browne, director of the National Air and Space Museum.
“Ahead of opening transformed exhibitions this fall, our new brand helps us reintroduce the nation’s collection with new stories and unforgettable experiences.”
After closing in March 2022 to install eight new galleries in the building’s west wing, the National Air and Space Museum will reopen this autumn.
The deinstallation of the east wing of the building also started at the end of March 2022. The east wing is currently scheduled to complete in 2025.
“The dual nature of the brand plays a significant role in not just the areas of content that the museum presents (air and space), but where and who it serves,” Browne added.
Rebrand comes before opening of new galleries
“The National Air and Space Museum is for everyone, whether an enthusiast or casual visitor, in-person or digital, through imagination or reality, past or future.”
Last year, the museum received a £200m donation from Amazon founder Jeff Bezos. This is the largest gift to the Smithsonian since its founding donation from James Smithson in 1846.
“The Smithsonian plays a vital role in igniting the imaginations of our future builders and dreamers,” Bezos said.
The Smithsonian’s National Air and Space Museum is home to the world’s largest collection of aviation and space artefacts, as well as related artworks and archival materials.
Images: Smithsonian
