Smithsonian magazine is a monthly magazine published 
by the Smithsonian Institution, which has a particular target audience of those who would be classified as intellectuals, who tends to want to be well informed and this magazine can give them in depth knowledge on many different topics. However, current magazine identity does not show a strong connection with the institution or bring attention to its own personality. The editorial layout is unorganized and static, which is disconnected with the magazine’s informative, smart identity and writing tone. It is also important to expand to a younger readership in order to maintain and strengthen its influence.

With the magazine covers stories and research in the same way the museums do,
it has become the window of the Smithsonian. While it is important to show the connection between the institution and the magazine, presenting the magazine’s own voice is also essential for a unique brand identity. I rename the magazine "19+1" as the Smithsonian Institution consists of 19 museums plus 1 national zoo, to convey the comprehensive and informative characteristic of the magazine, while showcasing the connection between the magazine and the institution.

Prints and media have always been the important tools for us to know about the world we live in. Especially during this time, it is hard to have physical contact with other people and the rest of world, so reading a magazine provides that window to get away and look beyond our limited space. 19+1 captures the personality of the Smithsonian Institution and let it shine to its brightest, carrying the great stories and interesting knowledge to the readers.