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.