The Kennedy Center

A New Brand for a New Era

The Kennedy Center's new visual identity is the manifestation of where the Center has been and where it is going.

Conceived by IA Collaborative of Chicago, IL, our new brand is at once monumental and dynamic, a balance of the traditional and the modern. The bold graphic shapes are inspired by the original 1971 building designed by Edward Durell Stone and the architecture of the new REACH complex created by Steven Holl Architects, joined together by an iconic pillar like those that stretch skyward around the building. This visual identity will embrace all the Center's partners and programs, from the National Symphony Orchestra and Washington National Opera to education and membership, unifying all the many facets of our institution.

As the Kennedy Center enters a new era of growth, this brand is a reflection of the changes happening both inside and outside the building.

Our commitment to bringing and creating world-class art is growing as we expand our programming — from multidisciplinary collaborations with leading artists and new partnerships with cultural organizations to commissioning new works and highlighting boundary-breaking work from around the world.

“As the nation's cultural center, the Kennedy Center strives to reflect and advance the cultural interests of our community,” says President Deborah Rutter. “More and more, today's audiences crave connection — with art and with each other.”

Through our powerful education programs, we are leveraging the power of the arts — reaching local and national audiences, students, and teachers. And we are visiting citizen artists where they live, celebrating those who are using the arts to innovate and bring about social change in their own communities.

As we have since September 8, 1971, we stand as the “living” memorial to President John F. Kennedy, who said, “If art is to nourish the roots of our culture, society must set the artist free to follow his vision wherever it takes him.” Our vision is to be the incubator, the home, and the stage for the world's most creative minds to realize their dreams and lift us all through the arts.

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