The Jurassic Goes Nostalgic
Smithsonian Natural History Museum
Smithsonian Air & Space Museum
How to Make a Logo Take Off
The Challenge
Over nearly two centuries, The Smithsonian has set the global standard for art and science exhibitions. Prior to 2022, the institution was united under a single brand and sunburst logo. But when each museum got permission to design its own brand, the Smithsonian National Air and Space Museum needed a new face for the public. They contacted Boncom to rebrand the museum with an identity worthy of its iconic status.
The Insight
We interviewed everyone, from key stakeholders to gift shop suppliers. At every level, we found a deep care for how the Smithsonian would be presented. An important theme began to emerge: duality. They needed a brand that balanced sky with space for the young and the old.
The Solution
The new logo captures the museum's duality through half-circles and negative space. From its banners to its entrance mats, every touchpoint was redesigned around the brand's twin voice: one for the past and one for the future. We leaned into the nostalgia of older visitors without losing the sense of wonder that draws younger ones.
The Outcome
The Smithsonian National Air and Space Museum reopened in 2022 with a renovated brand and new exhibits. More than 3 million visitors came through the doors in 2024 alone. The rebrand also helped attract $285 million in private funding. For a museum that tells the story of human exploration, a new chapter had begun.
