Beyond Definition was recently honored in the AIGA 50 for our logo and design work with the Smithsonian Arts and Industries Building.
The Smithsonian Arts and Industries Building has not been used since 2004. With a plan to reopen the space, the Smithsonian needed a flexible identity with a dual-purpose logo that served the needs of both fundraising and promoting The Future Project’s mission to showcase the world’s most innovative technologies and views on where our species is headed. The identity also needed to fit into the Smithsonian brand family.
Both versions of the logo use a simplified interpretation of the building’s architecture to create a contemporary mark, accompanied by each of the names typeset in a clean, technical font. The Arts and Industries Building logo depicts the building’s exterior in isometric view, while The Future Project logo shows the same perspective but with the roof off, revealing the exhibit’s interior space. The color palette and gradient effect has a vibrant feel, as if shining light on the future.
“The entire Beyond Definition team is honored to be recognized by the AIGA DC chapter. Developing the logo for the Smithsonian Arts and Industries Building offered a unique opportunity to showcase our creative and brand strategy to a new audience and we are thrilled to have delivered an award-winning design. Congratulations to all of the other winners!” – Debbie Bates-Schrott, CEO and Founder of Beyond Definition
Celebrating the 50 best pieces of design in the DMV, AIGA 50 judges look at each submission to see if it is innovative in its approach, effective in its mission, appropriate in its experience, and flawless in its execution. This is the second award Beyond Definition has won for our work with the Smithsonian Arts and Industries Building. In addition to the AIGA 50, Beyond Definition received 2nd Runner-up Campaign of the Year, one of the MX Awards most coveted honors.