For more than 40 years, the Foundation has engaged the public and rallied support to preserve, restore, and honor the Statue of Liberty and Ellis Island. We have delivered 21st century visitor experiences on both islands with the new Statue of Liberty Museum (opened 2019) and the revitalized Ellis Island museum (work to finish later this year). Through the generosity of the American public, these monuments are in better shape than ever and welcome nearly four million visitors annually.  

Over the course of the Foundation’s history, though, the ways of engaging the public have changed dramatically. When President Ronald Reagan called for our Foundation to lead a private-sector effort to restore the monuments in 1982, no one could have imagined the internet or social media as it is today. The Foundation’s 1980s logo didn’t fit today’s ways of communicating, including on small screens or in short-form video—for example, the Foundation’s name is illegible at small size.  

Last year, we began working on evolving our visual identity to better fit modern uses of our logo. Through a rigorous RFP process, we selected Pentagram, a branding firm that has worked with major institutions such as the Central Park Conservancy, Citibank, and the Tenement Museum. The work was informed by the branding and graphics of the National Park Service, the Statue of Liberty Museum, and the updated Ellis museum. The logo draws on the international recognition of Lady Liberty, the incredible symbolism of Ellis Island, and the foundational role of our Foundation: 

Our new colors draw from the palette of these monuments: 

The Foundation’s long name (7 words, 14 syllables, 40 characters!) has been simplified slightly and presented in a typeface, Louize, that is a contemporary version of a French typeface from the era of the Statue’s creation.