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Mystic Seaport sets a bold, new direction


MYSTIC, Conn. — Mystic Seaport announced May 1 the launch of its new brand identity, with the introduction of the addition of Museum to its name and a redesigned logo, website, and large-scale ad campaign.

The launch is a key element of the Museum’s strategic plan to expand the reach and relevance of the Museum by positioning itself as a more modern and relevant cultural center that strives to inspire an enduring connection to the American maritime experience. The opening of the Thompson Exhibition Building in 2016 signified the first step in that direction and will showcase the recently launched Era of Exhibitions programs.

“Today’s audiences value the community that a museum creates,” said Steve White, president of Mystic Seaport Museum. “By restoring the word ‘Museum’ to our name, we celebrate and showcase history while making a space for people to talk and think about issues that matter to them. Museums are contemporary centers of community and discourse and we are updating our identity to reflect that role.”

The organization’s new logo, in the color nautical orange, presents a sharp, bold visual identity in a shape that references the planks of a ship with the cascade of stacked vertical text representing waves approaching shore.

“This new direction signifies the commitment of the Museum’s Board of Trustees to connect with, and inspire, the broadest possible communities, and to communicate the freshness and relevance of the Museum’s programs and exhibitions,” said J. Barclay Collins, chairman of the Board of Trustees of Mystic Seaport Museum.

Mystic Seaport Museum’s new tagline, “Radical Craft. Get Into It.” will anchor its new advertising campaign debuting this month. It is an action-oriented statement that shines the light on the Museum as a place that celebrates immersive experiences, craft and the evolution of seafaring innovation that was radical in its time. The ad campaign will feature the outstanding imagery created by the Museum’s photography staff.

Carbone Smolan Agency, an independent design-led branding agency that has worked with organizations such as Musee de Louvre, The Metropolitan Museum of Art, Natural History Museum of Los Angeles, and Christies served as the agency of record for the Museum’s rebrand and launch.

“We love working on museums because we understand that arts and culture are the lifeblood of a community. We were thrilled to be invited to partner with such a wildly interesting institution on their bold journey,” said David Mowers, executive director of Strategy at Carbone Smolan Agency.


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