The New York Historical
Building a forward-looking brand for the keepers of America’s past
For over 220 years, The New-York Historical Society Museum & Library has preserved, collected, and studied foundational documents and artifacts from across our democracy—and championed the importance of history with nation-wide education programs and poignant events for the public. But without a clear external brand to tell their full story, they had been mistakenly pigeonholed as a closed “society,” offering only New York-specific history exhibits.
Creating a brand identity that bridges time and connects ideas
We began our journey anchoring in an authentic, mission-aligned idea: Our nation in conversation. All expressions of the brand flowed from this idea, blending historical authority with modern day meaning and positioning history as a catalyst for civic responsibility today.
The new, more concise name – The New York Historical – drops ‘Society’ to emphasize a sense of inclusive and open dialogue, and recontextualizes ‘Historical’ as a powerful, present collective noun.
Stemming from the hyphen in “New-York”, the centerpiece of the evolved identity is a bold “H” symbol that reflects the institution’s historical authority and its role in fostering dialogue between different ideas, eras, and individuals. The symbol is paired with a classical name style and historical colors. The orange in the palette is a nod to the state’s origins as a Dutch colony, while the blue references the union of the American flag.
Motion is integral to the identity and design system, enabling the New York Historical to dynamically showcase its eclectic collections and programs, and highlight the layers of history it uncovers and illuminates. Each component of the identity is packed with meaning that resonates in the context of the full brand.
To bring the idea of 'Our nation in conversation' to life, we spoke to a cross-section of New Yorkers about their definition of democracy.
A reintroduction at a critical inflection point
The evolved name and identity were officially revealed on October 29, 2024 at a naturalization ceremony of 75 new U.S. citizens, where museum leaders gave remarks about the role the institution plays in strengthening civic education and engagement, and inspiring new generations of thinkers, learners, and engaged citizens.
While history can sometimes be seen as a passive endeavor rooted in the past, The New York Historical proves that it is very much a living, active force that shapes who we are today – and our individual and collective futures.
“Reimagining an institution with 220 years of history is not for the faint of heart. Lippincott took on the challenge with passion, crafting a brand that reflects the best of who we are, and that will continue to shape who we are becoming.”
