Tal Elyasaf

Lumin

Lumin is a reimagined identity for the Smithsonian that celebrates the magic of discovery. Through bold typography, expressive visual systems and a unified brand language, it transforms every visit into a memorable moment of awe while connecting the Smithsonian's many museums under one identity.

Since its founding, more than 175 years ago, the Smithsonian has become the world's largest museum, education and research complex. Comprised of 21 museums, the National Zoo and 9 research facilities.

The Smithsonian is instantly recognizable, yet it struggles to connect to their biggest audience; young families seeking affordable, memorable experiences. Also, its many museums and facilities feel disconnected, leaving visitors unaware of the diversity within the Smithsonian brand.