Smithsonian

Smithsonian’s initiative Our Shared Future: Reckoning With Our Racial Past

Seaberry created the branding for the Smithsonian’s initiative Our Shared Future: Reckoning With Our Racial Past. Through the initiative the Smithsonian will be exploring the history and legacy of race and racism in the United States and globally.

Seaberry provided market research to refine and clarify the name and tagline of the initiative through general audience focus groups and surveys.

Seaberry’s designers worked together to develop a logo that distinctly identifies the Smithsonian’s role as a thought leader by using a bold and modern font. The primary colorful palette is striking. It juxtaposes black against red, gold and orange.