SD104_Visual_Identiity_Program.pdf
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Smithsonian Institution
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This document is a Smithsonian Directive (SD 104) establishing the organization's Visual Identity Program, issued on June 4, 1999. The directive addresses the need for a consistent visual identity across the Smithsonian Institution's various museums, research institutes, and educational units. The program aims to reduce confusion about the relationships between different Smithsonian entities and enhance public understanding of the institution's comprehensive activities.
Key elements of the visual identity program include a new logotype based on the 1966 Smithsonian seal, featuring a sunburst symbol of enlightenment and the words "Smithsonian Institution" or "Smithsonian" with optional unit-specific names. The design guidelines cover various materials such as stationery, printed materials, advertisements, signage, merchandise packaging, and invitations. All staff and contractors are required to observe these guidelines to ensure a consistent visual representation. The design standards are available through the Smithsonian Logo link on PRISM and on a CD from the Office of Communications, with the goal of tying the sunburst symbol to the Smithsonian name and its various units.
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Smithsonian Institution
Smithsonian Directive 104
June 4, 1999
VISUAL IDENTITY PROGRAM
Background Established in 1846 to carry out the will of James Smithson, the
Smithsonian Institution is an independent public trust dedicated to the "increase and diffusion of knowledge among men."
In recent years the Smithsonian has created a number of new museums, research institutes, and education units. As each has developed specialized audiences, each often has created a graphic identity separate from that of the Institution.
Crafting these independent images has led to confusion about roles and relationships between individual units and within the
Smithsonian as a whole. As a result, many people are unaware of the range and depth of Institutional activities and the relationships among them.
Purpose To engage full public support for its mission, the Smithsonian must encourage greater understanding of its totality. To assist that effort, a visual identity program has been established.
Key elements of the program are graphic design standards that feature a new Institutional logotype in a consistent typeface.
Logotype The new visual identity, which is based on the Smithsonian seal designed in 1966, incorporates the sunburst-long identified with the Institution as a symbol of enlightenment-together with the words Smithsonian Institution or simply Smithsonian and, where appropriate, a museum or other unit name.
so 104 2
06/04/99
Guidelines
Coverage
CANCELLED:
INQUIRIES:
RETENTION:
FILING:
COPIES:
Smithsonian Design Guidelines tie the sunburst to the
Smithsonian name and to the units of the Institution. Printed copies of the guidelines have been distributed to all units. The guidelines also are available through the Smithsonian Logo link on PRISM and on a CD issued by the Office of
Communications (OComm).
The guidelines cover stationery and other printed material, including advertisements, exterior signage, merchandise packaging, and invitations.
All staff and contractors, as appropriate, must observe and use the guidelines in order to ensure consistent visual identity for the Smithsonian.
SO 104 issued June 8, 1994; SO 819 issued July 18, 1986;
SO 835, Section 2.E. issued August 28, 1991.
Office of Communications (OComm).
Indefinite. Subject to review for currency 24 months from date of issuance.
File sequentially with other current directives.
Print file or contact the Office of Planning, Management and Budget
(OPMB).
File details come from the government source that posted it. Updated .