By teaming up with marketing and product consultancy Metaforce — a boutique firm that gathers former CMOs, entrepreneurs, and agency all-stars — The National Academies of Sciences, Engineering, and Medicine (NASEM) shrouded itself in a fresh look to better communicate with its audience. Developed to match the institution’s prestigious reputation, the new visual identity is also planned to strengthen the NASEM’s presence in academia.

The National Academies’ brand system pays homage to the history and rich visual heritage of the organization yet the design elements included in the new look enable the institution to speak to its public in a more modern way.

The new brand identity allows NASEM — the glue that unites the activities of its member organizations the National Academy of Science (NAS), the National Academy of Engineering (NAE), and the National Academy of Medicine (NAM) — to visually argument and support its high-quality work following a balanced, harmonious aesthetic style. Aside from helping the organization establish a new definition for its activity, the new system facilitates improved digital communications, while supporting greater consistency throughout the NASEM’s publications, advisory activities, and other communication products.

“Since the days of the Civil War, The National Academies has been considered an authority on providing unbiased scientific advice from experts around the nation in academia, government, and business. We knew it was imperative the new branding supported the stature, gravitas, and impact of the organization’s history,” explained Allen Adamson, Co-Founding Partner of Metaforce.

The new design elements are strongly linked to the organization’s rich visual past. For instance, the logotype is a visual reminiscence of the National Academy of Sciences building across from the Lincoln Memorial on Constitution Avenue. Although simple in terms of aesthetics, the logotype is faithful to The National Academics’ heritage, passing down the organization’s qualities to the current and next generations of academics. Additionally, the “everywhere-based” agency’s work for the NASEM includes a revised color palette and designs, websites, reports, and other publications.

“The new design system will reinforce the National Academies’ reputation as a distinctive and authoritative voice on society’s most pressing questions about science, engineering, and medicine,” concludes David May, Chief Communications Officer for the National Academies.

Slide through the gallery below to see the National Academies’ refreshed look.

Credits:

Client: The National Academies of Sciences, Engineering, and Medicine (NASEM)

Agency: Metaforce