A refresh of the Smithsonian Institution’s brand and three of its auxiliary organizations, centered on their founding ideal: “for the increase and diffusion of knowledge.” The logotype uses modified letterforms from Beirut, a modern take on neoclassical letterforms. The original seal for the Smithsonian Institution in 1847 featured a globe flanked by torches, symbolic of the torch of knowledge, a nod to the Greek mythological figure, Prometheus, who was said to have stolen fire from the Gods and given it to humanity in the form of knowledge. This new logo returns to the torch imagery, reinforcing the renewed emphasis on the motto.