Smithsonian 175 Brandguide

Identity Guidelines Smithsonian 175 Year Anniversary

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Brand Guidelines

Version 1.1

Smithsonian 175 Year Anniversary After 10 years of often heated debate, on August 10, 1846, President James K. Polk signed legislation to establish the Smithsonian Institution. Since its founding, the Smithsonian has evolved into the world’s largest museum, education, and research complex, with 19 museums, the National Zoo, and nine research facilities.

On August 10, 2021, we celebrate the Smithsonian’s 175th anniversary, a unique opportunity, and a unique and urgent obligation, to share our spirit of learning and optimism about our future. While we will take pause and acknowledge our significant accomplishments, the anniversary is more than that—it provides a foundation for us to serve in new ways and with more impact. Our goal is to bring, physically and virtually, Smithsonian scholars, educators, and experts into cities, towns, communities, and schools in every state and territory.

Our anniversary will also launch a period of exceptional activity across the Smithsonian in anticipation of the 250th anniversary of American independence on July 4, 2026. Together as One Smithsonian, we are rededicating ourselves to help Americans celebrate, reflect, and heal by reminding them of who we are and what we can be.

Lonnie G. Bunch Secretary

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Brand Guidelines

Letter from Lonnie G. Bunch III

Table of Contents

Color 04 Typography 06 Primary Logomarks 09 Logomark Extensions 13 Rules & Use 17

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Brand Guidelines

Table of Contents

01 Color To be close to its parent-brand guidelines, the color palette of the Smithsonian 175 Year Anniversary logomark is directly derived from the Smithsonian’s approved brand colors.

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Brand Guidelines

Color

Color Primary The primary color palette is our resting place. It is designed to be used in situations where the brand palette is not being used. For instance, use these colors sparingly and only on white, black, or non-duotoned photography.

PMS: 2925 C / 299 U

PMS: 116 C / 109 U

BLACK

HEX: #009CDE

HEX: #FFCD00

HEX: #000000

RGB: 0 156 222

RGB: 255 205 0

RGB: 0 0 0

CMYK: 85 21 0 0

CMYK: 0 14 100 0

CMYK: 40 40 40 100

Secondary The secondary palette consists of six main colors. These colors complement the primary palette and are used to create emphasis and promote variety in content.

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PMS: 655 C

PMS: 7700 C

PMS: 0821 C

HEX: #002554

HEX: #165C7D

HEX: #74D1EA

RGB: 0 37 84

RGB: 22 92 125

RGB: 116 209 234

CMYK: 100 79 12 59

CMYK: 84 17 0 57

CMYK: 47 0 7 0

PMS: 158 C

PMS: 7409 C

WHITE

HEX: #E87722

HEX: #F0B323

HEX: #ffffff

RGB: 232 119 34

RGB: 240 179 35

RGB: 255 255 255

CMYK: 0 62 95 0

CMYK: 0 31 100 0

CMYK: 0 0 0 0

Brand Guidelines

Color

02 Typography Minion Pro and Basier Circle are the designated brand fonts used to support any additional promotional designs for the Smithsonian.

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Brand Guidelines

Typography

Typography

Basier Circle Characters

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Styles

About This Font

Regular Italic Medium Medium Italic Semibold Semibold Italic Bold Bold Italic

Basier Circle is a neo-grotesque sans-serif typeface.

This modern and neutral font family is ideally suitable for logotypes, branding, and editorial design, as well as web and screen design.

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Brand Guidelines

Typography

Typography

Minion Pro Characters

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Styles

About This Font

Regular Italic Medium Medium Italic Semibold Semibold Italic Bold Bold Italic Bold Cond Bold Cond Italic

Minion Pro is inspired by classical, old-style typefaces of the late Renaissance, a period of elegant, beautiful, and highly readable type designs.

Minion Pro combines the aesthetic and functional qualities that make text type highly readable with the versatility of OpenType digital technology, yielding unprecedented flexibility and typographic control, whether for lengthy text or display settings.

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Brand Guidelines

Typography

03 Primary Logomarks The Smithsonian 175 Year Anniversary logo is simple, bold, and refreshing.

Because 175 years is a momentous achievement, the letterforms were customized to encompass the sun and everything it stands for.

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Brand Guidelines

The Lion,Logomarks Primary The Witch, and The Wardrobe

Primary

40% Scale

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Brand Guidelines

Primary Logomarks

Primary - Single Color

40% Scale

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Brand Guidelines

Primary Logomarks

Primary Positive

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Brand Guidelines

Primary Logomarks

04 Logomark Extensions Logo extensions were created to ensure correct usage in print and digital applications.

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Brand Guidelines Brand Guidelines

The Lion, The Logomark Extensions Witch, and The Wardrobe

Secondary

Banner/Web

Tertiary

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Tertiary

Brand Guidelines

Logomark Extensions

Secondary

Banner/Web

Tertiary

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Tertiary

Brand Guidelines

Logomark Extensions

Secondary

Banner/Web

Tertiary

Tertiary

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Brand Guidelines

Logomark Extensions

05 Rules & Use As this identity begins to build out into the Smithsonian ecosystem, it is important to use the logo correctly by not altering it in any way, shape or form. If there is an instance where our rules need to be expanded upon, please contact a brand supervisor.

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Brand Guidelines Brand Guidelines

The Lion, Rules & Use The Witch, and The Wardrobe

Rules

Clear Space The Smithsonian 175 Year Anniversary logo must have space to breathe, with rules concerning spacing and margins. It should not be cramped or overshadowed by other visual distractions. The logo clear space equals the ascent or ascender height of the letter [S] around all edges of the logo, which should be free from other graphics and interference. If there is an instance where this rule has to be broken, please contact a brand supervisor.

Size Parameters The logo may be resized as necessary. However, it should follow these minimum size requirements to ensure that it is still readable, even when scaled to smaller dimensions. .75”

Minimum Print Size To maintain the integrity of the primary lockup in print, a minimum width of .75 inches has been set against the Smithsonian logo.

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Brand Guidelines

Rules & Use

Logo Mockups

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Brand Guidelines

Rules & Use

If you are having trouble with anything in this guide, are missing brand elements from our website, or are unsure if your communication best represents the Smithsonian 175th Anniversary brand, please contact the Smithsonian brand team and we will be happy to help: branding@si.edu.