This article was originally printed in the latest issue of Numismatic News.
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It’s supposed to look like a coin being flipped. It is the new logo of the U.S. Mint.
The logo is the brainchild of Siegel + Gale, which calls itself “one of the world’s premier strategic branding companies.” It has offices in New York City and other major cities around the world.
The logo is part of the firm’s “fresh brand promise for the United States Mint.” The theme is called “Connecting America through Coins.”
The six stars stand for the Mint’s six facilities and the six currently circulating denominations.
The firm also redesigned the packaging for the annual uncirculated, proof and silver proof sets with black as a dominant color.
Collectors who attended the World’s Fair of Money in Boston got a look at the new logo on the Mint’s booth.
Siegel + Gale said the Mint was faced “with a general lack of understanding of its breadth of additional offerings and, as a result, needed to strengthen its identity and level of awareness with the general public.”