Smithsonian Launches Branding Campaign
The new Smithsonian Institution branding campaign, “Seriously Amazing,” makes a central bet: Visitors and would-be visitors across the country have questions, and the Smithsonian has answers.
Its icon is a question mark, and it features red, green and spacesuit-silver characters, all asking for info:
What has given us water from Mars and daggers from India?”
“How is hip-hop like the microchip?”
“What exactly does a bear do in the woods?”
The $1.4 million campaign, which has been two years in the making, launched Thursday with a preview for staff, regents and directors, and a new website.
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