The New York Historical Society Rebrand: "Our Nation in Conversation"
What was the brief?
The stated brief was to reimagine The New York Historical Society brand to clarify its role and impact ahead of its 220th anniversary and the opening of its new wing dedicated to American democracy. The unstated brief recognized the museum’s ability to make connections and spark dialogue between different artifacts, artworks, ideas, eras, and individuals, and to create a destination that would make it a hub for national dialogue.
How did you work together on the project?
The team consisted of individuals from various disciplines, including strategy, naming, voice, logo, motion, and web, as well as passionate volunteers and collaborators who were curious about history. The team mirrored the diversity of the American melting pot, bringing different skills, experiences, and perspectives to the project.
How did you come up with the tagline "Our Nation in Conversation"?
The tagline began as an internal strategic platform and was later developed into the brand’s external tagline and assert its role as a beacon and forum for national dialogue.
Tell us about the new logo.
The logo is a simple ‘H’ with a crossbar that borrows from the hyphen in the original spelling of New-York. The historical subtext behind the ‘H’ is a richer story, symbolizing a bridge connecting opposing views, people, cultures, generations, ideas, and objects across time.
What was the role of motion in the project?
Motion is a powerful tool for engaging audiences, simplifying information, and bringing stories to life. The concept of connection, embodied by the hyphen, was activated as a storytelling device to create more memorable experiences.
What challenges did you come across?
The biggest challenge was finding a coherent, singular thread through the 400 years of American history in the museum’s archive. Having a decisive client and a clear strategic ambition helped focus the team’s efforts and prioritize the most relevant and compelling truths to bring forward in both the strategy and identity.
Which part of the process did you enjoy the most?
Working on the rebrand was an archaeological dig of sorts, but the opportunity to craft a solution and a compelling narrative that honors the rich heritage of this 220-year-old institution and charts a bold path forward for the future of The Historical was the most enjoyable part.
What’s your favorite part of the finished work?
The clarity of thought and execution, as well as seeing the identity activated in various moments, such as signage, advertising, and website design.
How do you think this identity will help the New York Historical stand out among other institutions?
This identity will help The New York Historical stand out by focusing on its role in fostering national dialogue and creating a destination that allows people to engage with American history and culture in a more meaningful way.
What’s the feedback been like so far?
The feedback has been overwhelmingly positive, with visitors, Board Members, staff, and everyday New Yorkers praising the new identity and its ability to energize the institution’s future.
What’s the next step for the rebrand?
The new logo, color palette, and visual assets will be applied across various touchpoints, including signage, advertising, and the website.
Frequently Asked Questions (FAQs)
Q: Why did The New York Historical Society need a rebrand?
A: The society needed a rebrand to clarify its role and impact ahead of its 220th anniversary and the opening of its new wing dedicated to American democracy.
Q: What is the new tagline, "Our Nation in Conversation"?
A: The tagline began as an internal strategic platform and was later developed into the brand’s external tagline, asserting its role as a beacon and forum for national dialogue.
Q: What is the significance of the new logo?
A: The logo is a simple ‘H’ with a crossbar that symbolizes a bridge connecting opposing views, people, cultures, generations, ideas, and objects across time.
Q: What is the role of motion in the rebrand?
A: Motion is a powerful tool for engaging audiences, simplifying information, and bringing stories to life, and was used to activate the concept of connection and create more memorable experiences.
Q: What are the next steps for the rebrand?
A: The new logo, color palette, and visual assets will be applied across various touchpoints, including signage, advertising, and the website.
