Creating a New National Institution
After years of working toward a merger, the Southwest Museum of the American Indian and the Autry Museum of Western Heritage finally came together. By the merger, a new national institution would be created, and one of the world's most important collections of Native American artifacts would be saved. Intersection Studio managed the change process and identity development in the merger of these two institutions to create a new national organization and identity.

Brand Strategy, Positioning, and Elaboration \ Identity Development \ Naming \ Custom publishing \ Internal Change Process \ Capital Campaign Support \ Consulting

1 / 2 / 3


Trademark: Convergence is the metaphor for the meaning of The Autry National Center. The mark symbolizes the convergence of cultures that formed and continue to inform the West. It illustrates the interwoven tapestry of cultures and peoples and a way of understanding how their stories are connected to one another. Unlike the lens of fusion, which implies that differences disappear, convergence sees the strands in this complex tapestry as strong and autonomous. Respect the strands. Respect the whole.


Trademark