Posted on Mon., April 7, 2025
The Huntington’s new brand on display at the entrance. The Huntington, San Marino, California. Photo by David Esquivel.
Focusing on the future while honoring the past, The Huntington is launching its first comprehensive branding initiative in its 100-plus-year history, unveiling a bold visual identity and shortening its name from “The Huntington Library, Art Museum, and Botanical Gardens” to simply “The Huntington.”
The brand rollout begins today with new signage, a refreshed website, a marketing campaign inviting visitors to “Rediscover The Huntington,” educational content for all ages, new branded merchandise, and celebratory giveaways. Driven by the visionary One Huntington strategic plan led by President Karen R. Lawrence, this transformation marks the next chapter in the institution’s evolution.
“No other cultural and educational institution in the world has, all in one location, the depth and breadth of The Huntington’s library, art, and botanical collections,” Lawrence said. “Through our research, education, and public programs, we are bridging these collections to create transformative experiences for our community of the curious both on-site and online.”
Evolution of a Brand Identity
Developed in collaboration with the international creative agency Base Design, The Huntington’s new brand identity and positioning strategy emerged from an inclusive process of on-site interviews and focus groups. The brand identity is made up of several key elements:
- A modernized wordmark for “The Huntington” features a stylized font that blends serif and sans serif elements, symbolizing a bridge between the past and present.
- An “H” monogram incorporates a jewel-like center, serving as a reminder that The Huntington is a treasured cultural institution. The gem is flanked by two stylized pillars—one pointing left toward the past and one pointing right toward the future.
- The brand’s color palette is anchored in The Huntington’s signature green, complemented by versatile color combinations that reflect the institution’s vibrant natural and cultural collections.
- A series of shapes, inspired by the letterforms and flared serifs in the wordmark, add texture and emphasis to Huntington communications.
- Typographic motion dynamically unfolds to signify that there is always something new to discover at The Huntington.
A Visually Unified Story
For many, The Huntington is synonymous with iconic historical and literary works and distinctive gardens, including Thomas Gainsborough’s The Blue Boy, the 15th-century Ellesmere manuscript of Chaucer’s Canterbury Tales, and the tranquil landscapes of the Chinese Garden. But perhaps fewer people know about contemporary artist Mineo Mizuno’s installation Homage to Nature, the archive of science fiction writer and Pasadena native Octavia E. Butler, or the institution’s leadership role in cryopreservation research to help secure some of the world’s most at-risk plant species.
The Huntington’s new brand visually unifies its Library, Art Museum, and Botanical Gardens, showcasing the depth of each collection and the powerful connections and cross-fertilization among them. The institution is not only a place of preservation and conservation but also a space for generating new knowledge, inspiring creativity, and experiencing a sense of wonder. Visitors are invited to rediscover The Huntington and see it anew.
New Digital Initiatives and Expanded Access
The Huntington’s evolution reflects its increasingly important role as a world-renowned institution—welcoming over 1 million visitors, hosting more than 500 school groups, engaging about 2,000 scholars and 1,000 volunteers, and reaching approximately 7 million website and digital library users and 110 million social media users annually.
As part of the brand launch, The Huntington is expanding its reach with new digital products that connect students, lifelong learners, and global audiences to its renowned collections—anytime, anywhere. These offerings include:
- “Huntington How To”: This four-episode YouTube series brings The Huntington’s collections to life through practical guidance from its in-house experts. The first episode, featuring Stephen Reid, assistant curator and head gardener of the Rose Garden, demonstrates how to grow and care for roses, even in Southern California’s unique climate. Future monthly episodes will explore such topics as deciphering historical handwriting, interpreting decorative arts, and repairing books.
- Collections for the Curious: Designed for the intellectually curious, this new digital discovery tool will allow online visitors to explore The Huntington’s holdings by using keywords and filters, generating results from the library, art, and botanical collections. The public tool will launch in June with a series of curated highlights that will spotlight unexpected connections among The Huntington’s three collections, including items from recent exhibitions, as well as Latino art and artists, tea services, and women artists.
- “Everyday Extraordinary”: Developed in collaboration with award-winning educational content producer Makematic, this playful animated series introduces primary school students to fascinating scientific concepts in a fun and accessible way. Episodes will explore such botanical topics as photosynthesis, mushrooms, and carnivorous plants. The series will launch in May.
The Huntington also continues to expand its commitment to cultural equity and accessibility. Through its partnership with Museums for All, individuals who receive SNAP (Supplemental Nutrition Assistance Program) benefits are eligible for a reduced admission of $3. Since the partnership’s launch in January, The Huntington has welcomed nearly 8,500 visitors through the program.
In addition, The Huntington offers a variety of programs to ensure its collections and experiences are accessible to everyone. These include free admission for all visitors on Free Day, the first Thursday of each month; the College Card, a $36 yearlong pass that provides free admission for full-time undergraduate students; and discounted Memberships for educators and seniors 65 and up.
Upcoming Programs and Special Giveaways
To celebrate the brand launch, The Huntington is hosting a series of programs, activities, and social media sweepstakes.
From April 9 through April 23, on-site visitors will encounter a series of activities, including a Sam Francis–inspired photo backdrop, an immersive light show in the Mapel Orientation Gallery that brings the new brand’s shapes and colors to life, and guides for one-hour and kids-focused tours. The Huntington Store will stock a new, exclusive line of branded merchandise.
On April 13, The Huntington’s “Second Sundays” program, “Rediscover The Huntington,” will offer drop-in activities that highlight the beauty and impact of the institution’s three collecting areas. Five hundred attendees will have the opportunity to receive an enamel pin featuring the “H” monogram on a first-come, first-served basis. The activities include:
- Customizing Huntington-branded tote bags with tie-dyes
- Creating wildflower seedballs to plant at home
- Engaging with Shakespeare’s sonnets in the Shakespeare Garden
A social media sweepstakes, starting today, will allow anyone to enter to win such prizes as free admission to The Huntington, digital gift cards to the Huntington Store, a traditional tea for two at the Rose Garden Tea Room, and exclusive estate tours showcasing the transformation of founders Henry E. and Arabella Huntington’s San Marino ranch into today’s cultural landmark.
More programming and celebrations of the brand will continue to be announced throughout the coming year.
For media inquiries or to request high-res press images, email huntingtonnews@huntington.org. To learn more about the brand, visit huntington.org/brand.
About The Huntington
The Huntington, a world-renowned cultural and educational institution, provides transformative experiences for a community of the curious. Founded in 1919 by Henry E. and Arabella Huntington, it supports research and promotes public engagement through its expansive library, art, and botanical collections. By cultivating dynamic scholarship, creating innovative programs for students and lifelong learners, and sharing its extraordinary resources, The Huntington invites all on a journey of discovery, insight, and connection. Only 12 miles from downtown Los Angeles, The Huntington is located at 1151 Oxford Road, San Marino, California. Learn more at huntington.org.