News Article

National Archives Foundation, School of Visual Arts Partner on Design of New Visual Identity

August 12, 2015

The National Archives Foundation, the nonprofit partner to the National Archives, debuted a new graphic identity today, the result of a partnership with the School of Visual Arts (SVA) in New York City.

NAF Logo New

The new direction, designed by BFA Design student Joy Im, embraces the spirit of the Foundation and its mission to inspire a deeper appreciation of our country’s heritage and encourage citizen engagement in America’s democracy. Im’s winning design, a combination of a star and a document, is a fresh and distinctive take on American iconography. In the coming years, it will provide an important point of community for members, visitors and the public.

“The refresh of our brand marks an important milestone and the start of a new era for the National Archives Foundation,” said Foundation Executive Director Patrick M. Madden. “We were thrilled with the opportunity to work with SVA students as part of our commitment to cultivate a greater understanding of the American journey.”

Each semester, the BFA Design Department at SVA offers an honors class in “Visual Identity,” taught by Ivan Chermayeff, Tom Geismar, and Sagi Haviv, SVA faculty members and the principals of Chermayeff & Geismar & Haviv, the design firm behind many of the world’s most recognizable trademarks. For each class, the firm’s principals identify an organization to visually rebrand. The parameters are the same as for any good graphic identity: appropriate to the client in character and appearance, distinctive and memorable, and conceptually focused and visually simple.

Through the partnership with the Foundation, SVA students were asked to design a new logo as part of their course study and to develop a fresh take on a national visual vocabulary. Using a star, American flag, or an eagle, each student created an unconventional take on American iconography.

“The opportunity to work for such an eminent and distinguished client was a huge factor in driving the students to work hard and excel,” said Sagi Haviv. “We were astonished at the quality of all the logos presented and were especially delighted that the Foundation will now have an identity created by a young student.”

The new design will be used on everything from coffee mugs to annual reports, and epitomizes the mission of the Foundation: To strengthen our nation’s democracy and inspire a deeper appreciation of our national heritage by supporting and complementing the National Archives in its quest to educate the public and cultivate civic participation through access to its records.


 About the National Archives Foundation

The National Archives Foundation is an independent nonprofit that increases public awareness of the National Archives, inspires a deeper appreciation of our country’s heritage, and encourages citizen engagement in our democracy. The Foundation generates financial and creative support for National Archives exhibitions, public programs, and educational initiatives, introducing America’s records to people around the U.S. and the world. Learn more at For media inquiries, contact

About the School of Visual Arts

The School of Visual Arts has been a leader in the education of artists, designers and creative professionals for more than six decades. With a faculty of distinguished working professionals, a dynamic curriculum and an emphasis on critical thinking, SVA is a catalyst for innovation and social responsibility. Comprised of more than 6,000 students at its Manhattan campus and 35,000 alumni in 100 countries, SVA also represents one of the most influential artistic communities in the world. For information about the College’s 32 undergraduate and graduate degree programs, visit For media inquiries, contact