Today, the United States Mint is not only the sole authorized producer of American currency, but is also the world’s largest coin maker. Unfortunately, in spite of a long, rich history that stretches back to it’s founding more than 200 years ago, many Americans face a general lack of understanding to the breadth of the Mint’s offerings as consumers.
To address this problem, the Mint recently turned to branding firm Siegel+Gale, who has begun a complete overhaul of the Mint’s branding through a new campaign, “Connecting America Through Coins”. This new campaign started with a complete overhaul of the Mint’s existing logo. The new symbol of a coin flipping in the air, embodies an optimistic spirit that is symbolic of core American values and the everyday commerce of our country. The logo’s craft and detail embody the artistic excellence the organization strives for in everything it produces, while the stars and stripes stand for the United States Mint’s connection to the nation. Lastly, the stars represent the six United States Mint facilities, as well as America’s six circulating coins (Siegel+Gale).
“We wanted to develop a simple and elegant promise that would act as a foundation for the United States Mint to more clearly communicate the influence it has on us all,” (David Srere, co-president and chief executive officer, Siegel+Gale.)
With a new logo and visual identity system in place, Sigel+Gale has also overhauled the Mint’s Annual Sets. The new packaging reflects a simple, creative and elegant design sophistication that unites sets of coins into a concise family while still portraying the unique origin and heritage of each coin in the set. The resulting package and certificate of authenticity designs echoed the elegance and unity of the United State Mint’s brand promise and identity (Sigel+Gale).
Look for the US Mint’s new branding and identity on all 2011 Annual Sets.