Frequently Asked Questions about Our Brand
A brand is more than a logo and a font; it’s how an organization expresses its identity, values, and purpose. In today’s visually saturated world—where marketing messages flood our emails, social media, websites, and public spaces—a strong and cohesive brand identity is essential to stand out and make a lasting impact. The Huntington’s new brand brings together our diverse programs and collections under a single, unified identity while positioning the institution for a vibrant future.
About the Brand
Why was the brand updated?
The new brand visually brings together our library, art museum, gardens, research, and education programs under a unified “One Huntington” identity. It emphasizes the interconnectedness of our collections, honors our legacy, and prepares us for a dynamic future.
The wordmark and monogram were thoughtfully designed to ensure accessibility for diverse audiences and adaptability for today’s digital-first world.
What do the new logo and “H” monogram represent?
WORDMARK: The new logo, or wordmark, is the text-only representation of the brand. Its typography conveys both our heritage and forward-thinking mission.
MONOGRAM: The monogram is a graphic representation featuring the iconic “H.” The new monogram features the shape of a “gem” at the center, a nod to the frequent characterization of the institution as a Southern California treasure. The gem shape is flanked by two stylized pillars, one pointing left toward the past and one pointing right toward the future. The pillars symbolize the expansive nature of the institution’s collections, as they grow and continue to be studied and interpreted over time.
Together, the wordmark and the monogram reflect The Huntington’s dual commitment to honoring our history while embracing innovation.
Why were these colors chosen?
The green shades symbolize The Huntington’s heritage and continuous growth, serving as the brand’s signature colors. Complementary colors reflect the institution’s richness and variety.
The Huntington.
The Huntington Experience
How does the new brand impact The Huntington’s exhibitions, programs, and mission?
The Huntington’s exhibitions, programs, and mission remain unchanged. However, the updated brand offers a more cohesive and engaging way to share our legacy and future goals.
Where and when will I see the new brand?
You will start seeing the new look on signs, uniforms, merchandise, marketing materials, and more starting April 8.
Where can I buy merchandise with the new branding?
Merchandise with the new branding will be available in the Huntington Store and online.
If you have more questions about the new brand, email brand@huntington.org.