MCHC Brand Identity
Maryland's History for a Modern Audience
Founded in 1844, the Maryland Center for History and Culture—formerly the Maryland Historical Society—houses millions of artifacts that speak to the state’s captivating past. But despite this expansive collection, it was having trouble drawing visitors to its Mount Vernon location, away from more touristy areas of Baltimore. We partnered with MCHC on an updated brand that reflects new interpretations of Maryland’s past to engage a wider, more inclusive audience.
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Designing for the Past, Present & Future
Working closely with the MCHC team, we developed a brand platform that would serve as a foundation for all internal and external communications. MCHC’s mission is to present Maryland’s history in an objective way, so visitors can form their own connections and conclusions. We embraced this with a brand voice that invites curiosity and encourages visitors to dig deeper.
A fresh, modern logo is based on an abstract quilt pattern, representing the many pieces of history and communities that come together at MCHC. Instead of relying on the obvious Maryland flag colors, we chose a sophisticated palette of gold and plum to reflect the institution’s legacy while adding a contemporary edge. The result is a cohesive, eye-catching brand that captures MCHC’s goal of making history inviting, engaging, and meaningful for everyone.
