National Museum
of the American Latino

Logo, Branding, Visual Identity

Objective: The Smithsonian’s National Museum of the American Latino showcases the achievements, contributions and experiences of Latinos in the United States as an essential part of American history and culture. The museum needed a logo that captured the rich and diverse experience of Latino culture in a single, unified mark.

Solution: The logo centers around the bold acronym NMAL, transforming it into the brand’s visual anchor. It draws inspiration from the geometric forms found in ancient Mayan and Aztec architecture and merges them with the vibrant aesthetic of modern street art. The letterforms are simplified and interlocked, symbolizing strength, unity, and the blending of diverse Latino cultures. Its bold, colorful application reflects the dynamic spirit of the Latino experience. Together, these elements form a powerful metaphor: the logo stands as a cornerstone of identity, reflecting the museum’s role in honoring and amplifying American Latino culture.

Exploration

Logo Lock-Ups

Color Palette

Color Combinations

Typeface

Patterns

Alternative Approach:

An alternative concept for the visual identity featured a modern wordmark paired with a flexible tile patterning system. Inspired by the rich variety of tilework found across Latino cultures, the patterns were designed to reflect the community’s diversity and complexity. Each pattern variation could represent a different theme or section within the museum, creating a vibrant, modular visual language. Two options of the tile system are shown below.