The Smithsonian’s National Museum of the American Latino has revealed its next step in bringing to life the new museum—a new logo. This announcement is a pivotal milestone for the new museum, one of many more firsts over the next decade, leading to breaking ground for the museum building in the nation’s capital.
The National Museum of the American Latino’s new logo, known as “The Iris/El Iris,” is a powerful visual representation of the museum’s mission. Resembling the iris of an eye, the logo symbolizes the museum’s commitment to bringing clarity and insight into the diverse lives, stories, histories and cultures of U.S. Latinos. The intertwining patterns within the design emphasize the interconnectedness of Latino communities, their traditions and the American experience, reinforcing the museum’s dedication to unity, representation and cultural education and representing the fusion of the complex, spirited and multifaceted U.S. Latino community.
“Each vibrant element of the museum’s new brand reflects the unique life experiences of U.S. Latinos, yet when brought together, form a connected, harmonious pattern deeply rooted in our collective heritage,” said Jorge Zamanillo, director of the museum. “This visual identity celebrates how Latinos, with our distinct American journeys, contribute to the larger, vibrant voice of the American experience. It is a powerful reminder that while Latino experiences are diverse, they are all part of the same beautiful, evolving story—the story we plan to tell in the National Museum of the American Latino.”
To celebrate the new brand, the museum encourages people to share their Mi Museo (My Museum) stories on social media using the hashtag #MiMuseo during Hispanic Heritage Month. Participants can share their personal connection to the building of the National Museum of the American Latino and their own U.S. Latino identity, history and culture. The sharing of #MiMuseo stories and testimonies will show how the museum will belong to everyone, reflecting the histories, stories, achievements and cultural heritage of Latinos throughout the U.S. and American history.
In addition, the National Museum of the American Latino is announcing a charter membership drive during Hispanic Heritage Month to raise funds to lay the foundation for a dedicated museum in Washington, D.C., that centers and celebrates the Latino experience as essential to the American narrative. The charter members of the museum will be the first to learn about exclusive events, programs and museum milestones. They will also provide the museum with financial support that promotes understanding and appreciation of Latinos in the United States and provides resources to expand research, public programs, digital content, collections and more.
The brand launch is one of many accomplishments for the museum since Congress established it in 2020. Since December 2020, the museum has formed a founding board of trustees, hired staff and leadership, launched a website, established a five-year strategic plan and inaugurated the Molina Family Latino Gallery in the Smithsonian’s National Museum of American History with its first exhibition, “¡Presente! A Latino History of the United States,” and launched traveling and digital exhibitions. Each milestone represents a step forward in the museum’s mission to honor the aspirations and achievements of U.S. Latinos, foster a deeper understanding of American history and culture and connect communities nationwide.
