New identity for Mystic Seaport

Mystic Seaport announced on 1 May 2018 the launch of its new brand identity, with the addition of ‘Museum’ to its name and a redesigned logo, website, and large-scale ad campaign.

Launching Mystic new image


The launch is a key element of the Museum’s strategic plan to expand the reach and relevance of the Museum by positioning itself as a more modern and relevant cultural center that strives to inspire an enduring connection to the American maritime experience. The opening of the Thompson Exhibition Building in 2016 signified the first step in that direction and will showcase the recently launched Era of Exhibitions programs.

“Today’s audiences value the community that a museum creates,” said Steve White, president of Mystic Seaport Museum. “By restoring the word ‘Museum’ to our name, we celebrate and showcase history while making a space for people to talk and think about issues that matter to them. Museums are contemporary centers of community and discourse and we are updating our identity to reflect that role.”

Carbone Smolan Agency, an independent design-led branding agency that has worked with organizations such as Musee de Louvre, The Metropolitan Museum of Art, Natural History Museum of Los Angeles, and Christies served as the agency of record for the Museum’s rebrand and launch.



Mystic Seaport Museum logo 2018