African American History Initiative Logo

Client:

Missouri History Museum

Scope

The Missouri History Museum engaged Excel Business Concepts to develop a distinctive and meaningful brand identity for its African American History initiative. The goal was to create a logo that would authentically reflect the depth, resilience, and cultural significance of African American history while aligning with the Museum’s broader institutional brand.

Objective

Establish a visual identity that honors African American heritage and storytelling

Create a versatile logo system for both print and digital applications

Ensure the brand resonates with diverse audiences while maintaining historical integrity

Excel’s Role

Excel Business Concepts was engaged to lead the branding, messaging, and public engagement strategy for the Safety Action Plan. Our contributions included:

Brand Strategy & Discovery

Excel facilitated structured brand strategy sessions designed to:

Clarify the initiative’s purpose, voice, and audience

Identify key themes such as legacy, resilience, culture, and community

Align stakeholders around a unified brand direction

Concept Development

Developed 2–3 initial logo concepts rooted in strategic insights

Delivered three rounds of sketches and drafts, refining visual direction

Explored symbolism, typography, and design elements that reflect African American history and cultural impact

Design Refinement

Collaborated closely with the client through up to three rounds of revisions

Ensured alignment with institutional standards while preserving authenticity and cultural relevance

Final Delivery

Delivered a complete logo package, including:

Full-color logo

Black and white variations

Multiple file formats (AI, PNG, JPEG, EPS) for cross-platform use

Provided assets optimized for both digital and print applications

Transferred full ownership rights to the client in perpetuity

Impact

Established a recognizable visual foundation for the African American History initiative
Enhanced storytelling through a culturally resonant and strategically grounded design
Equipped the Museum with scalable assets to support long-term programming and outreach