This brief was provided as part of AIGA’s Command X competition in 2019. The Huntington is cultural center in Pasadena with a rich history that contributes art collections, various botanical gardens and extensive libraries to the community. The goal of this rebrand was to reflect the importance of the Huntington’s historical roots as well as bring in a timeless iconic system that would help characterize and originate all of the facets of the Huntington and make them more approachable for a wide audience.

The main mark for the Huntington is a H that also illustrates the roots of a tree and the idea that growth and community takes root in education and history. I created a system of icons for the library, gardens and art collection and a bold color palette that would contrast with the natural colors and landscape of the Huntington without becoming a distraction.

This project was successful in the competition of command X and won the popular vote. The creative director for the Huntington was on the judges panel and expressed that the contemporary elements that the branding brought in where intriguing and successful in allowing the Huntington to maintain its established image.