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United States Mint to Adopt New Brand Indenty: “Connecting America through Coins”

Global strategic branding firm Siegel+Gale,, today announced the development of a new brand promise and identity for the United States Mint, a bureau of the United States Department of the Treasury.

The new brand promise, Connecting America through Coins, communicates the widespread influence the United States Mint has on Americans’ everyday lives — highlighting coins as not only a powerful link between American values and commerce, but the basis for everyday moments shared among us. From enabling commerce to initiating the start of sporting events and even helping children learn to count — the coins produced by the United States Mint connect us in various ways.

The new promise and identity were developed based on four objectives: to strengthen the identity and level of awareness with the public, to increase sales of collectible coins, to increase the uptake and use of dollar coins and develop and further build a reputation for the organization as the only legal manufacturer of American coins.

“As the world’s largest coin maker and sole authorized manufacturer of American coins and official medals, the United States Mint has an incredible impact on the American economy,” says David Srere, co-president and chief executive officer, Siegel+Gale. “But, the American public has had little understanding of how the United States Mint touches their lives outside its role of enabling commerce. While recognizing President Obama’s call for openness and transparency in government, 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.”

An accompanying visual identity enlivens the promise with the symbol of a coin flipping in the air to demonstrate the optimistic spirit of America and the inscription of “e pluribus Unum” as a reminder of the nation that brings us all together.

The first phase of the United States Mint’s brand rollout includes the simple and elegant design of packaging for the organization’s highest selling retail item — the Annual Sets. The new brand positioning and identity will be displayed on all the Annual Set packaging, beginning with the 2011 sets.

Siegel+Gale continues to work with the United States Mint as it introduces its new brand.

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