Renovations and Expansion

The iconic Museum of Modern Art (MoMA) in New York City is undergoing a major expansion and renovation project that will close its doors for four months, from June 15 to October 21, 2023. The project will add 40,000 square feet of new gallery space, allowing MoMA to display an additional 1,000 artworks, bringing its total collection to approximately 2,500 pieces.

A New Approach to Displaying Art

MoMA is also overhauling its approach to showcasing its collection, with a focus on creating a more inclusive and experimental art space. The museum will stop dividing works according to media, allowing paintings, drawings, sculptures, photographs, and architecture to share the same spaces. This interdisciplinary approach will encourage visitors to view art from new perspectives and make connections between different artistic disciplines.

Commitment to Diversity and Inclusion

MoMA is committed to increasing the representation of women, African American, Asian, and Latino artists in its collection and exhibitions. The museum has launched a partnership with the Studio Museum in Harlem to collaborate on exhibitions and highlight the work of underrepresented artists.

New Exhibitions and Programs

The expanded MoMA will feature a variety of new exhibitions and programs, including:

• A summer show at MoMA PS1 in Queens, featuring the work of Kenyan figurative artist Michael Armitage.
• A survey of Latin American art, showcasing the rich and diverse artistic traditions of the region.
• A retrospective of the work of Betye Saar, a 92-year-old African American artist known for her exploration of African tribal mysticism, history, and nostalgia.
• A new education platform, offering a range of programs and resources for students, educators, and the public.
• A studio for live performances and programming, providing a space for artists to engage with visitors and experiment with new artistic forms.
• Street-level galleries that are free to the public, making MoMA’s collection more accessible to a wider audience.

A Revitalized Art Destination

Upon its reopening, MoMA will be a revitalized art destination, offering visitors a more inclusive, experimental, and diverse experience. The museum’s commitment to showcasing a wider range of artistic voices and perspectives will enrich the cultural landscape of New York City and inspire future generations of artists and art enthusiasts.

Benefits of the Expansion

• Increased gallery space for displaying more artworks.
• A more inclusive and experimental approach to showcasing art.
• Greater representation of women, African American, Asian, and Latino artists.
• New exhibitions and programs that engage and educate visitors.
• A revitalized art destination that fosters creativity and cultural exchange.

A History of Smithsonian Logos

Throughout its 152-year history, the Smithsonian Institution has used various logos to represent its mission. In 1847, the Institution’s benefactor, James Smithson, was featured on its seal. In the late 19th century, a globe flanked by torches of knowledge became the predominant logo, enduring until 1966. The sunburst, symbolizing enlightenment, was adopted in 1966 but was accompanied by a proliferation of individual logos for different museums and departments.

The Need for a Unified Brand

A 1995 market research survey revealed that while over 80% of Americans recognized the Smithsonian, their impressions were somewhat vague. The survey highlighted the need for a unifying symbol to represent the Institution’s diverse programs and collections.

The New Sunburst Logo

To address this need, the Smithsonian commissioned the New York firm Chermayeff & Geismar, Inc. to redesign the sunburst logo. The updated sunburst features a refreshed design and typeface. It will replace the logos of all individual museums, research institutes, and offices, allowing them to assert their individuality while maintaining a consistent brand identity.

The Importance of Brand Identity

In the business world, brand identity is essential for differentiating products and services. While the Smithsonian operates in the non-commercial cultural sector, it faces similar pressures to communicate its identity clearly and effectively. A single graphic representing both the Institution’s sum and its parts is crucial for attracting support and sustaining its diverse activities.

The Core Identity of the Smithsonian

Despite the vast scope of its programs, the Smithsonian is bound together by a core identity and a commitment to the “increase and diffusion of knowledge.” The new sunburst logo embodies this commitment and reflects the Institution’s history, innovation, and accessibility.

The Role of Design in Brand Identity

The design of the new sunburst logo plays a significant role in shaping the Smithsonian’s brand identity. The sunburst symbol evokes enlightenment and knowledge, while the refreshed design and typeface convey modernity and adaptability. The consistent use of the logo across all Smithsonian entities creates a cohesive and recognizable brand image.

The Impact of the New Logo

The new Smithsonian logo is expected to have a positive impact on the Institution’s public relations and marketing strategies. It will enhance brand recognition, foster a stronger sense of unity among Smithsonian entities, and provide a clear visual representation of the Institution’s mission and values.

Additional Considerations

The Smithsonian’s brand identity extends beyond its logo. It encompasses all aspects of the Institution’s communication, including its website, social media presence, publications, and educational programs. Consistency and cohesiveness in brand messaging are essential for maintaining a strong and recognizable brand image.

The Smithsonian’s commitment to brand identity is an ongoing process. As the Institution evolves and adapts to changing needs, its brand identity will continue to be refined and updated to reflect its core mission and values.