Lost and Found: Magazine archives photos on Tumblr

The site, created to mark the iconic magazine’s 125th anniversary, features rare images from the National Geographic archives. ‘We are showcasing photographs that reveal cultures and moments of the past,’ say the curators. ‘Their beauty has been lost to the outside world for years.’

The stunning pictures include an early 20th-century snapshot of a shelter made of antlers at Yellowstone National Park, a portrait of a leaping Austrian Lipizann horse and a moonlit street in Bavaria. The typeface for the Found logo further draws on National Geographic’s heritage – it was created by a National Geographic Society cartographer in the 1930s. 

For more on how companies are drawing on their culture and history to build their brand, see our Cannes Lions 2013 Show Report Part 1.