The America250 initiative is underway to celebrate the nation’s 250th anniversary; July 1 marked the official kickoff that will culminate in 2026. Global design consultancy Landor has been working with the America250 Foundation to create the logo and branding for the multi-year campaign, and an ambitious new marketing campaign has been planned by Jesse Askew, America250’s vice president of branding and marketing. In addition to Landor’s work, the U.Group led the website design, UniWorld Group developed the ad campaign creative, and People’s Television, Inc. developed a PSA now being introduced across the country.
The mission of the America250 Foundation is “to catalyze a more perfect union by designing and leading the most comprehensive and inclusive celebration in our country’s history. America250 represents a coalition of public and private partners all working to create initiatives and programs that honor our country’s first 250 years and inspire Americans to imagine our next 250.” From Times Square and the Lincoln Tunnel in New York to the Walt Whitman Bridge in Philadelphia, the marketing campaign will soon be displayed at more than 4,559 locations across Boston, Charleston, New York and Philadelphia, four cities that played key roles in the American Revolution and were singled out for particular focus by Congressional legislation for the commemoration. This includes airport terminals in all four cities, Uber car tops, and social media ads. The PSA is airing on Comcast NBCUniversal throughout the summer while original content will be posted across America250’s Facebook, Instagram and Twitter handles, with a new TikTok channel.
According to Valerie Aurelio of Landor’s Chicago office, her creative team’s challenge was to create visual elements could “communicate a unity” while also “celebrating a diversity”. She has described the logo elements – strong letterforms, hundreds of intersecting lines, and a changing color palette – as binding Americans together while recognizing diversity and dynamism and, hopefully, providing a platform for conversation and evolution over the next few years.