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Correct Use of the LogoFrequently Asked Questions and Quick Tips for Using Smithsonian Logo Correctly |
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Logos and Lock-ups Defined
Why Was a Coordinated Visual Identity Necessary? The Smithsonian's visual identity program, for the first time, links the "Smithsonian" name with each of its Museums, Research Institutes and Offices, through the use of logos. These "linked" logos help clarify for the Institution's many constituencies the relationship between the Smithsonian and all of the organizations that are a part of it, as well as helping to make people aware of the full range and depth of the Smithsonian's activities.
What is a Logo? "Logo" is an abbreviated form of the word "logotype," which refers to the wording. A Smithsonian organization's logo is the appropriate wording, accompanied by the Sunburst. The Sunburst itself is NOT a logo.
What is a Logo Lock-up? A "Lock-up" is the combination of the Sunburst and logotype, or wording, "locked" together in specific proportions and placement in relation to each other.
What is the Logo Typeface? The typeface used for the wording in a Smithsonian logo is Minion. The Smithsonian has a site license for Minion Regular, Bold and Italic, and the fonts are downloadable from this Web site. To make any of the Minion type bold, the typeface must be changed to Minion Bold. Do not try to just "bold" the Regular Minion typeface.
What is an Exclusion Zone? An Exclusion Zone equivalent to the height of the "S" in "Smithsonian" in the logo format used should be maintained all around the logotype and Sunburst. Other wording or elements should not be placed within this Exclusion Zone. Applying and Printing the Logo
"Smithsonian Institution," "Smithsonian" and Smithsonian/Museum, Research Institute and Organization logos are all downloadable in various graphic file formats from the Smithsonian Logo Web Site.
Assistance on Where to Find Your Logo and How to Use It The latest, most up-to-date information on the logos and how to use them is available:
Resizing the Lock-ups Lock-ups can be sized proportionately, meaning the entire Lock-up can be made smaller or larger, but the elements of a Lock-up cannot be separated or sized separately. The graphic file formats that resize best are the .ai, .eps and .gif files provided on this Web site. When using MS Word, the .gif graphic file format resizes adequately.
Commercial Printers For printing stationery items with the Institution's visual identity, you may use any printing company you wish, so long as that company has access to the Smithsonian Logo Web Site or the printed Smithsonian Design Guidelines and uses your logo correctly. Price lists are available from these printers directly. Whenever possible, units should combine their orders to take advantage of quantity price reductions. Three companies that are familiar with the Smithsonian Design Guidelines are:
This information is made available for the convenience of employees, but there is no requirement that you use one of these companies.
The Sunburst and How to Use It The Sunburst is made up of the sun and the circular sky background. Do not use the Sunburst, or the sun, without the appropriate type, or wording, accompanying it, except in the rare instances cited in the Guidelines. The Sunburst, or the sun, must not be used as a design element. The Sunburst, or sun, alone must not be used as a button or a bullet on Web sites. A Lock-up may be used as a hot link, or button.
The Sun in Print The sun itself never prints black. The circular sky background may be printed in black. Do not print the sun in yellow if it is not accompanied by the circular blue sky background. When reversed out of a dark background and used without the "sky," the sun will be white. When printing the black-and-white version of the logo on colored paper, the sun will be the color of the paper on which it is printed.
Sunburst Options on Business Cards The Guidelines contain a number of options for business cards, including both centered and flush left Sunbursts, as well as alternatives for foil-stamped, engraved, and blue-and-yellow Sunbursts.
Address Lines for SI Business Cards Staff with offices located in the 20560 ZIP code should do the following when ordering business cards or stationery:
This information on how to add the MRC-P.O. Box address line is only included on this Web site, not in the printed guidelines. The two samples below show the proper format for business cards in the 20560 ZIP area.
Printing With One Color Ink To use the Smithsonian logo when printing with just one color of ink other than black, you have a couple of options:
Logos for Special Applications
How do I get a logo Lock-up that has been specially approved for products or other uses but is not in the list of SI Logos or SI Unit Logos on this Web site? Send an e-mail request to the Office of Public Affairs, and it will be sent to you electronically.
Smithsonian Seal A redesigned version of the Smithsonian Seal (available on disk from the Office of Public Affairs) has been approved for very limited use:
Podium Plaques Specifications have been prepared by an outside company for an 18-inch podium plaque containing the Smithsonian Seal. Podium plaquest may also be made with the logo instead of the Seal by referring to the signage guidelines. Send an e-mail request to the Office of Public Affairs for details.
Vehicle Decals With the Logo Specifications have been prepared, and vehicle decals with the Smithsonian Institution logo have been manufactured by the Smithsonian's Transportation Branch in the Office of Physical Plant. If your organization has any Smithsonian vehicles that are not included in the Transportation Branch's fleet, you may send an e-mail request to the Office of Public Affairs for decal specifications.
Uniform Patches or Embroidery With the Logo Send an e-mail request to the Office of Public Affairs for information and graphics for producing uniform patches or embroidered emblems with the logo.
Smithsonian Announcements are no longer issued by only one office. Offices that have delegated authority to issue Smithsonian Announcements on a particular subject should use the same format as the Memo paper, with a black-and-white Sunburst. "Smithsonian Institution" and the Sunburst (which, together, make up Lock-up C) will appear flush left in the upper left corner, and "Announcement" will replace "Memo" in the upper right corner. In this way, the word-processing Memo can be adapted into an Announcement. After Lock-up C is in the upper left corner and "Announcement" (and, if applicable, a number) is in the upper-right corner, the rest of the Announcement is up to the issuing office. Use your office's regular Announcement format or use 12-point Minion type.
Use of Return-Address Format Although the Guidelines include return-address formats for only two sizes of envelopes, the return-address format should be used on all other envelopes as well. For large envelopes, the Lock-up size from the letterhead may be used instead of the standard, smaller size from the envelopes in the Guidelines. In most cases, self-mailers for newsletters and other printed products should use the envelope format for the return address.
Use of the ZIP Code Plus-Four When preparing letterhead, envelopes, business cards and other stationery items, the use of a Smithsonian MRC as the plus-four in the ZIP code applies only to the 20560 ZIP code. If any ZIP code other than 20560 is used, add only a plus-four assigned by the U.S. Postal Service. If the Postal Service has not assigned a plus-four, do not use a plus-four in the ZIP code. Using your office's MRC, preceded by a zero, as the plus-four in your ZIP code is essential to assist the Smithsonian Mail Services Center in sorting the mail in the 20560 ZIP code. Who Can Help
The Smithsonian Director of Communications and staff in the Office of Public Affairs are responsible for implementing the Smithsonian's visual identity program. For general information on Smithsonian logos and their use or assistance with:
Contact: John Barrat
Or for questions about:
Contact: |
