Branding the Museum of the American Latino
The Smithsonian’s National Museum of the American Latino was established in 2020. They needed a visual system to establish their identity.
Our museum's logo and visual identity, inspired by interwoven tapestries, symbolize the complex, diverse, and unified American Latino community and a story of belonging. It features a bold, stacked Cordillera typeface (from Latinotype, reflecting cultural identity) and a vibrant, electric color palette celebrating community power.
Executive Creative Director: Kristie Pope
Senior Designer: Leanne Cacchiotti
Senior Designer: Brynne Kelly