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The Sports Museum of America Debuts in New York
May 07, 2008

Debuting today in New York, The Sports Museum of America (SmA), in partnership with more than 50 individual Halls of Fame and other sports organizations, will be the nation's only interactive, multimedia, all-sports experience. SmA worked with FRCH Design Worldwide to capture the emotion of sport in the museum's logo, brand identity and retail experience. "The museum's brand represents the SmA experience, which is designed to be a balance of fun, entertainment and inspiration," said Steve McGowan, vice president and managing creative director, FRCH. "Our goal for all elements of this project was to give visitors goose bumps--a term we use to describe the emotion of the sports experience." In addition to creating the official logo and brand color palette, FRCH consulted on natural extensions to help reinforce the brand's sports attitude. This brand palette includes words and phrases like "SmAckTalk" and "Do You Have SmAttitude?" They are contemporary expressions of the brand that will change over time to reflect the museum's evolution. In creating the museum's 4,400-sq.-ft. retail space, FRCH created in-store graphics that are not athlete-specific, for flexibility and the ability to adapt over time based on exhibits and regardless of athlete popularity. The museum is located in New York at the base of the Canyon of Heroes, where the city's ticker-tape parades are held.

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