Lippincott Drops ‘Society’ To Emphasize National Conversation
For over 220 years, The New-York Historical Society Museum & Library has preserved, collected, and studied foundational documents and artifacts from across our democracy — and championed the importance of history with nationwide education programs and events for the public. But without a clear external brand to tell their full story, they had been mistakenly pigeonholed as a closed “society,” offering only New York-specific history exhibits.
Led by Lippincott, the journey began in an mission-aligned idea: Our nation in conversation. The new, more concise name — The New York Historical — drops ‘Society’ to emphasize a sense of inclusive and open dialogue, and re-contextualizes ‘Historical’ as a powerful, present collective noun.
Stemming from the hyphen in ‘New-York,’ the centerpiece of the evolved identity is an ‘H’ symbol that reflects the institution’s historical authority and its role is fostering dialogue between different ideas, eras, and individuals. The symbol is paired with a classical name style and historical colors. The orange in the palette is a nod to the state’s origins as a Dutch colony, while the blue references the union of the American flag.
Motion is integral to the identity and design system, enabling the New York Historical to dynamically showcase its eclectic collections and programs, and highlight the layers of history it uncovers and illuminates. Each component of the identity is packed with meaning that resonates in the context of the full brand.
The name and identity were officially revealed at a naturalization ceremony of 75 new U.S. citizens, where museum leaders gave remarks about the role the institution plays in strengthening civic education and engagement, and inspiring new generations of thinkers, learners, and engaged citizens. 
