Lock-ups
All advertisements must carry the relevant Museum, Organization or
Institution Lock-up, in
either the Standard Flush Left Version or the Standard Centered Version.
View and download logos (Lock-ups).
When refering to the Institution as a whole, use a "Smithsonian Institution"
or "Smithsonian" Lock-up.
The Lock-up should be in a clear space of its own as defined by the
Exclusion Zone.
In advertisements, for space reasons, long, two-line Lock-ups may use the
three-line version.
For advertisements, as long as the Lock-up includes the word "Smithsonian," it is not necessary to include the words "Smithsonian
Institution" as part of the address.
The preferred type size of the lettering in the Lock-up
is 18 pt or greater, and
it should not usually be smaller than 12 pt unless space restrictions are extreme. If the
Lock-ups are used in an easily readable size and integrated into the design of the
advertisement, there should be no need to repeat the name of the Museum or Organization.
Lock-ups should not be used as insignificant "sign offs."
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Use of the Sunburst
The Sunburst may not be separated from the type or lettering of a
Museum, Organization or Institution Lock-up. Therefore, the Sunburst may not be used
on any materials as a design element. See more on using
the Sunburst.
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Lock-up Positions
Standard flush left version
This version can be positioned in any corner of the advertisement. It should not
ordinarily be placed in the center of the available space.
When positioned on the left hand side, the layout of the advertisement will be
significantly improved if the left hand edge of the word "Smithsonian" forms the
margin for the rest of the flush left text.
Addresses are usually best placed directly under the Lock-up, aligned with
"Smithsonian" but outside the Exclusion Zone. But if the Lock-up is at the top
of the advertisement, the address may be at the bottom.
Standard centered version
This version is for use either at the top or bottom of an advertisement, but
centered left to right in the space. Ordinarily it should be combined with centered
headlines and text.
Addresses, in a centered format, are usually best placed directly under the
Lock-up but outside the Exclusion Zone. But if the Lock-up is at the top of the
advertisement, the address may be at the bottom.
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Headlines
Headlines should not be run into the Lock-ups but written as "stand alone" headlines.
Example:
Not: 
But: 
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Typefaces and Typography
The Lock-ups may not be changed, and substitute typefaces may not be used. For
more information, see
Incorrect Use
of the Logo.
For headlines and text, other typefaces may be used, particularly if a sans or slab serif
face is required. But when using a classic serif face for text and headings, Minion
Regular and Bold in upper and lower case are the preferred faces. For more information,
see Typeface.
Care should be taken when using a sans serif face for a headline that the weight is not so
strong as to overwhelm the Lock-up. See Typography.
Headlines should also be in upper and lower case.
Usually no more than two typeface families should be used in any one advertisement, and
this includes the Lock-up typeface, Minion.
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