I want you to know that, along with countless other people, I continue to be excited about the coming grand opening of the National Museum of African American History and Culture (NMAAHC).
So, Kudos to you as Executive Director, the Smithsonian, the donors and the people involved with bringing the NMAAHC to this point. I look forward to introducing my children to this museum after it opens.
But as an African American, brand consultant and graphic designer with 20+ years of experience, I must tell you that I am disappointed in the visual branding of the NMAAHC. It is NOT up to the standards of the typical Smithsonian museum. And here is why:
1. Your official museum name is too long
Most visitors will struggle to remember the National Museum of African American History and Culture. Since we live in a sound-bite brand conscious global culture, clarity and memorability is important in a name. Many companies and cultural institutions understand this.
For example, the Smithsonian Cooper Hewitt, National Design Museum rebranded in 2014. A simpler name was created (Cooper Hewitt Smithsonian Design Museum) along with a shortened public name (Cooper Hewitt). Even though it has had its share of critics, visual rendering of the new logotype is simple enough to promote rapid identification. This encourages viewers to absorb the logotype into their long-term memory to recall at a later time. Positive perceptions will be created through marketing and exposure if the symbol is utilized correctly.
Now, contrast this with the very bad publicity received by the Metropolitan Museum of Art. It also recently rebranded and shortened its public name to THE MET. The visual rendering of of this logotype slows readability. Tourists, foreign and domestic, will be confused since The Metropolitan Opera House, also located in New York City, is affectionately referred to as ‘The Met.’
If the National Museum of African American History and Culture, which consists of eight words, wants to create a positive perception in our long term memory, developing a shortened public name is a start. This will also be helpful when creating a wayfinding system for visitors inside the museum. But if you allow the public to shorten your name, you risked being branded in an undesirable way.
2. The NMAAHC acronym is too long
Acronyms are tricky to use depending on their length and letter arrangement. For this reason, many are relegated to internal departments and committees away from the public eye. An organization wanting to use an acronym as their logotype should be aware of two things:
- If the acronym logotype is not an actual world, it should not be more than three letters and be easy to pronounce.
- If the acronym logotype can sound like an actual word, it should not be more than five letters. (UNICEF is an exception.)
Once an acronym logotype, that does not sound like a word, becomes more than three letters, it is asking people to think about the whole English alphabet. Good examples of well thought-out pronounceable acronym logotypes are the MoMA (Modern Museum of Art) and the LACMA (Los Angeles County Museum of Art). Now, can you pronounce FLMNH quickly five times? It’s difficult because it is five letters that don’t sound like a word and the sound of the some of the letters blend together too much. This is probably why the Florida Museum of Natural History (FLMNH) does not use this acronym as their logotype and name. NMAAHC will be difficult to pronounce hindering its memorability. Other problematic visual issues are highlighted below.
3. The NMAAHC website is not using the latest website trends
I visited the websites of the 19 museums under the Smithsonian’s tutelage on my laptop and smartphone. All are mobile-friendly except NMAAHC and another museum. Three years ago, Google stated that websites will be demoted if they are not responsive.
The website design is outdated with its outlined graphic links, gradiated button links and multiple columns. Today, a website viewed on a computer mirrors a mobile friendly template: simple large graphics, easy to navigate menus with large sparse strategically placed text.
Mr. Bunch, I am not saying all of this to discourage you. I am saying this because I care. The museum has received diverse funding from Oprah Winfrey, Bill Gates, the Ford Foundation and others. Congratulations! But please allocate some of these funds to rethink your name, redesign your logo and your website. A well-designed and researched visual brand identity for a cultural organization is known to boost giving, attendance and interest which is why so many do it.
Hopefully, this letter is in vain and you have someone working on your branding. The NMAAHC deserves the kind of branding that is worthy of a world class institution. My branding services are available. If you have questions about my constructive critiques, please contact me at rt@prophetiksoul.com.
Faithfully moving forward with the NMAAHC,
Ron Tinsley
Brand Consultant/Graphic Designer
Update: I am proud to say that the museum does have a new logo. This is good news! I will be visiting soon. (However, I still believe the name is too long.)