The Huntington—formerly known as The Huntington Library, Art Museum, and Botanical Gardens—has launched a sweeping rebranding effort, the first in its century-long history. The transformation, which officially begins today, includes a bold visual identity, a streamlined name, new signage, and the debut of several digital initiatives designed to deepen public engagement.
Honoring the Past, Embracing the Future
The rebrand is a core part of the institution’s “One Huntington” strategic plan, led by President Karen R. Lawrence. “No other cultural and educational institution in the world has, all in one location, the depth and breadth of The Huntington’s library, art, and botanical collections,” Lawrence stated.
In partnership with Base Design, the new identity includes a modernized wordmark and an “H” monogram that blends tradition with innovation. The refreshed aesthetic unifies the institution’s offerings while highlighting its mission to inspire curiosity and connection.
Unified Visual Language Across Collections
From rare books to modern art, the rebrand links The Huntington’s diverse offerings
While many recognize The Huntington for its classical works like “The Blue Boy” and its lush gardens, the rebrand also aims to spotlight underrepresented areas, such as contemporary art, cryopreservation research, and the archives of science fiction author Octavia E. Butler.
This visual unification connects the Library, Art Museum, and Botanical Gardens under a singular narrative, showcasing the institution’s depth and multidimensional value.
New Digital Tools Broaden Access and Learning
To expand educational reach, The Huntington is launching multiple digital platforms:
“Huntington How To” YouTube Series
Four episodes will share expert guidance on gardening, historical analysis, and book preservation, beginning with rose care tips.
“Collections for the Curious”
Launching in June, this keyword-driven discovery tool allows online visitors to explore the institution’s holdings through themed filters.
“Everyday Extraordinary” Animated Series
Designed for primary school students, this playful series explores topics like photosynthesis and carnivorous plants.
Commitment to Access and Equity
Through programs like Museums for All, Free Day, and reduced college memberships, The Huntington ensures inclusive access to its collections. Since January, nearly 8,500 low-income visitors have entered through the SNAP-discounted program.
Celebratory Programs and Giveaways
To mark the rebrand, from April 9–23, visitors can enjoy immersive activities including:
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A Sam Francis–inspired photo backdrop
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Interactive one-hour tours
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Branded merchandise and enamel pin giveaways
On April 13, the “Second Sundays” event titled “Rediscover The Huntington” will offer family-friendly activities across its collections.
Continuing the Journey
As The Huntington steps into a new era, it invites both long-time supporters and new visitors to rediscover its offerings. Ongoing programs and digital content aim to keep the institution relevant and accessible for generations to come.
