In August, a new “brand promise and identity” was announced for the United States Mint. The new branding will be used on a product for the first time in November when it appears on the three upcoming America the Beautiful Quarters sets.
The brand promise is “Connecting America through Coins” and includes a logo depicting a gold colored coin flipping through the air. The motto “E Pluribus Unum” is visible on the edge of the coin, with stars and stripes on the face of the coin.
When the new branding was announced, it was stated that it would be used on the 2011 annual sets released in January 2011. Based on product images on the US Mint’s website, the branding will make an earlier appearance on the America the Beautiful Quarters three coin set, circulating coin set, and uncirculated coin set, scheduled for release on November 17, 19, and 23.
The new branding was 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 I have mentioned before, these upcoming quarter sets are priced rather expensively, and the coins are available cheaper through other currently available products. Nonetheless, now I suppose I will buy at least one of each to see the newly designed packaging first hand.