At the center of the new identity is a fluttering flag that carries the much more memorable new name in bold letters. This simple symbol pulls from naval history, which includes semaphore, signaling and naval flags.
Designer Michael Johnson says that tying together the various sites and a collection of more than 2.5 million objects was a challenge. “From day one, we saw a vast muddle of competing names and symbols, and no one could say their old name correctly. So, we shortened it to three words then searched for a symbol that could unite the group. A flag that echoes their history—and could fly confidently across each site—seemed to be the perfect solution.”
The new design will be introduced to digital platforms this month, then rolled out to museums and ships over the next two years.
