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The Intrepid Museum is an American military and maritime history museum in New York City.  Aboard the storied WWII aircraft carrier Intrepid—a National Historic Landmark and the centerpiece of the collection—the Museum educates and entertains visitors of all ages from all around the world. Its dynamic exhibitions exemplify the intersection of history and innovation to reveal the stories of the people who made history, and the technology that made possible some of the most extraordinary and historic accomplishments of the 20th century.



GreyBox Creative was asked to rebrand the Intrepid Sea, Air & Space Museum Complex overhauling its brand after nearly 20 years of having a quite literal silhouette depiction of the ship which is only part of the museum and its overall experience. As a museum that is a highly visible aircraft carrier parked in the Hudson River along the West Side Highway their strategic need was not only to better represent the greatly expanded collection of the museum but also to better align the museum with the other top tier museums in New York City.


Logo Inspiration

The new logo mark designed captures the shape of the ship of the highly visible aircraft carrier parked in the Hudson River along the West Side Highway. The new logo mark is flexible and can be turned to represent sea, air and space since many of the Intrepid’s collections showcases technological marvels from each aspect, such as Enterprise, the world’s first space shuttle, the USS Growler, the only nuclear-weapons-carrying submarine open to the public and dozens of military aircraft including fighter jets, a supersonic spy plane, and the Concorde, the world’s fastest commercial airline.



With the help of our frequent strategy collaborators at Tronvig, we substantially overhauled the entire brand system coming up with a simplified organizational name, simplified core values, a new tagline, and an entirely redone visual identity system. This includes a new streamlined and multi-functional symbol, an icon system, a new more dynamic typographic system, an own-able and more flexible color system, along with varied uses and advertising visualizations.


Advertising Campaigns

Our work extended into multiple advertising campaigns under the new brand for general admissions, group sales, and membership to be rolled out over the coming months. The new brand system and identity has been enthusiastically embraced by the staff and welcomed by the public as the new face of this beloved New York City attraction.


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