THE HENRY FORD 
Museum and Attraction Identities

The Henry Ford is a major museum, living history, research archives and attraction outside of Detroit MI. It is a long standing institution started by Henry Ford to showcase American Innovation. As part of a strategy refresh, the museum chose to change it's name to "Henry Ford Museum of American Innovation." A new identity for the museum created an opportunity to rebrand the institutions 3 other major areas of focus: Greenfield Village-a working village and living history project, The Ford Rouge Factory Tour-a working Ford plant, and The Benson Ford Research Center-a vast collection of Americana and artifacts. The identities needed to work well together and with the existing Henry Ford logo. They also had to be versatile enough to work with everything from signage to retail items. The system consisted of many logo configurations for each mark in order to accommodate the wide range of needs. A full retail style guide accompanied the program which served as a basis for creating retail merchandise to be sold at the museum stores.
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