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Finding Aids to Official Records of the Smithsonian Institution Archives

Accession 07-147

Smithsonian Institution. Office of Public Affairs

Visual Identity Program Records, 1966, 1979-1980, 1985-1995, 1998-2007

Repository: Smithsonian Institution Archives, Washington, D.C. Contact us at osiaref@si.edu.
Creator: Smithsonian Institution. Office of Public Affairs
Title: Visual Identity Program Records
Dates: 1966, 1979-1980, 1985-1995, 1998-2007
Quantity: 5 cu. ft. (5 record storage boxes)
Collection: Accession 07-147
Language of Materials: English
Summary:

This accession consists of materials maintained by Kathryn B. Lindeman, Director of Publications, in regards to the implementation and coordination of the Visual Identity Program and its system of logos at the Smithsonian Institution. Early in 1998, Smithsonian Secretary I. Michael Heyman engaged the design firm of Chermayeff & Geismar in New York City to design a system of logos for the museums, research centers, and administrative offices of the Smithsonian.

In conjunction with designer Ivan Chermayeff, the Office of Public Affairs issued a book, "Smithsonian Design Guidelines." These guidelines provided guidance for Smithsonian staff and contractors in the proper usage of the Smithsonian logo. For a copy of these guidelines see Accession 01-079.

The logo consists of the wording "Smithsonian Institution" accompanied by the sunburst. The sunburst has been used in Smithsonian references from its beginnings in the mid-1800s for knowledge, enlightenment, and brightness. In the 1960s, a Smithsonian seal was designed with a sunburst at the center. Chermayeff & Geismar used that sun in the new design. Over the years the various Smithsonian museums, research centers, and units had developed their own logo designs, often including a sunburst, forming a patchwork of logos in use around the Smithsonian with no cohesive visual identity. Secretary Heyman, feeling the strong need to unify the uses of the Smithsonian name and the look of Smithsonian logos, began the Visual Identity Program, which was continued under his successor, Secretary Lawrence M. Small.

Also represented in this accession is David J. Umansky, Director of Communications, who, along with Lindeman, oversaw the Visual Identity Program. Included are memoranda regarding guidance on the use of the Smithsonian logo in stationery and the use of the "Smithsonian Design Guidelines" book; materials related to waivers on the use and implementation of the Smithsonian logo; materials related to violations of the use of the Smithsonian logo; cost and budget information regarding the logo designed by Chermayeff & Geismar, printing costs, and the licensing of the use of the Minion font; materials related to the creation of new podium plaques and badges for Office of Protection Services officers; compacts discs of the Visual Identity Program web site; concept and schematic drawings for signage for various units and museums; information on previously used logos; and other related materials.

Materials include correspondence, memoranda, notes, floppy disks, compact discs, drawings, reports, guidelines, stationery examples, printing samples, logo presentation materials, meeting minutes, color slides and photographs, and black-and-white transparencies. Some materials are in electronic format.

Descriptive Entry

This accession consists of materials maintained by Kathryn B. Lindeman, Director of Publications, in regards to the implementation and coordination of the Visual Identity Program and its system of logos at the Smithsonian Institution (SI). Early in 1998, Smithsonian Institution Secretary I. Michael Heyman engaged the design firm of Chermayeff & Geismar in New York City to design a system of logos for the museums, research centers, and administrative offices of the Smithsonian.

In conjunction with designer Ivan Chermayeff, the Office of Public Affairs (OPA) issued a book, "Smithsonian Design Guidelines." These guidelines provided guidance for Smithsonian Institution staff and contractors in the proper usage of the Smithsonian Institution logo. For a copy of these guidelines see Accession 01-079.

The logo consists of the wording "Smithsonian Institution" accompanied by the sunburst. The sunburst has been used in Smithsonian Institution references from its beginnings in the mid-1800s for knowledge, enlightenment, and brightness. In the 1960s, a Smithsonian Institution seal was designed with a sunburst at the center. Chermayeff & Geismar used that sun in the new design. Over the years the various Smithsonian Institution museums, research centers, and units had developed their own logo designs, often including a sunburst, forming a patchwork of logos in use around the Smithsonian Institution with no cohesive visual identity. Secretary Heyman, feeling the strong need to unify the uses of the Smithsonian Institution name and the look of Smithsonian Institution logos, began the Visual Identity Program, which was continued under his successor, Secretary Lawrence M. Small.

Also represented in this accession is David J. Umansky, Director of Communications, who, along with Lindeman, oversaw the Visual Identity Program. Included are memoranda regarding guidance on the use of the Smithsonian Institution logo in stationery and the use of the "Smithsonian Design Guidelines" book; materials related to waivers on the use and implementation of the Smithsonian Institution logo; materials related to violations of the use of the Smithsonian Institution logo; cost and budget information regarding the logo designed by Chermayeff & Geismar, printing costs, and the licensing of the use of the Minion font; materials related to the creation of new podium plaques and badges for Office of Protection Services officers; materials related to the Visual Identity Program website; concept and schematic drawings for signage for various units and museums; information on previously used logos; and other related materials.

Materials include correspondence, memoranda, notes, drawings, reports, guidelines, stationery examples, printing samples, logo presentation materials, meeting minutes, color slides and photographs, and black-and-white transparencies. Some materials are in electronic format.

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Use Restriction

Restricted for 15 years, until Jan-01-2023; Transferring office; 05/15/2007 memorandum, Toda to Jonas; Contact reference staff for details.

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Preferred Citation

Smithsonian Institution Archives, Accession 07-147, Smithsonian Institution, Office of Public Affairs, Visual Identity Program Records

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Container List

Box 1

Logo briefings, 2004

Box 1 of 5

Stationary format revisions for P.O. Box and new ZIP code, 2002-2007

Box 1 of 5

SD-121 Business cards and printing contractors; seal use, 2001-2005

Box 1 of 5

Using the New Smithsonian Visual Identity for Printing Stationery, David Umansky, June 17, 1998

Box 1 of 5

Publications Directors Briefing, February 10, 1998

Box 1 of 5

Logo return address and other mailing issues, 1998

Box 1 of 5

Selected (OLD) Letterhead Samples

Box 1 of 5

Smithsonian Logo Project, 1997-1998

Box 1 of 5

Secretary's Logo correspondence, 1999

Box 1 of 5

Logo Project list of units, 1998

Box 1 of 5

Policy questions, 1998

Box 1 of 5

Ivan Chermayeff's Report, May 1999

Box 1 of 5

Invoices for Ivan Chermayeff's Project List and any additional costs, 1998-1999

Box 1 of 5

Ivan Chermayeff's Budget for FY 1999 and Project List, includes April 21, 1999, review meeting

Box 1 of 5

Logo costs and site license, 1998

Box 1 of 5

Correspondence with Angela Reeves (Chermayeff & Geismar Inc.) on editing guidelines, 1998-1999

Box 1 of 5

End of Year Report on New Visual Identity (Smithsonian Logo) Program, December 24, 1998

Box 1 of 5

Meetings with Ivan Chermayeff, July 31, 1998 (1) Designers (2) Roland (3) Nikki

Box 1 of 5

Packages to Angela Reeves (Chermayeff & Geismar Inc.) for design, 1998

Box 1 of 5

Lists from Angela Reeves for design and editing, 1998

Box 1 of 5

List to Ivan Chermayeff for design (with attachments and backup), 1998

Box 1 of 5

Requests for business card waivers, 1998

Box 1 of 5

Questions for Angela Reeves, et al./Information from Angela Reeves, 1998 (2 folders)

Box 1 of 5

SI Logo Technical Committee, 1998

Box 1 of 5

Preparation and contents of Logo CD-ROM, 1998-1999

Box 1 of 5

Logo CD-ROM, 1998-1999

Box 1 of 5

Zip Disks, CD-ROMs, web page, alternative formats, 1998

Box 1 of 5

CD-ROM - Who to send to, 1999

Box 1 of 5

CD-ROM instructions, 1998

Box 1 of 5

Miscellaneous Logo printing samples

Box 1 of 5

Description - Visual Identity Program, April 12, 2002

Box 1 of 5

Memos issued to staff regarding Logo guidelines and CD, 1998-1999

Box 1 of 5

"Templates Training" memoranda, 1998-1999 (includes electronic records)

Box 1 of 5

Meeting with duplicating, November 23, 1998

Box 1 of 5

Logo presentations made, 1998

Box 1 of 5

Logo sheet count and printers, 1998

Box 1 of 5

Transition letterhead to order, 1998

Box 1 of 5

Interim printing - Colortone, 1998

Box 1 of 5

Interim printing - Corporate, 1998

Box 1 of 5

Interim printing - The Mattie Corp., 1998

Box 1 of 5

Printer Bids/Stationery, 1998 (2 folders)

Box 1 of 5

Box 2

Logo tips for staff - Blue Bulletin, Torch, 1999, 2001

Box 2 of 5

Orders for supply, 1998-1999

Box 2 of 5

Notepaper/Note cards - Requests for Assistance, 1999, 2002

Box 2 of 5

Advertising guidelines, 1998-2006 (3 folders)

Box 2 of 5

Certificates of Appreciation guidelines, 1998-2001 (includes electronic records)

Box 2 of 5

Registration Card for receipt of the Logo Guidelines book, 1998

Box 2 of 5

Guidelines Registration Requests and Cards (4 folders)

Box 2 of 5

News Release Letterhead from Public Information Officers, 1998-1999

Box 2 of 5

News Release Templates, 2000-2001, 2005

Box 2 of 5

Special Exhibit Letterhead, 2000-2001, 2005

Box 2 of 5

Licensing Policy and Use of Logo, 1999

Box 2 of 5

Registered Logos, 1998-2000, 2006-2007

Box 2 of 5

Declaration of Use of Sunburst and "Smithsonian Institution" for Trademark "Renewal," 2006-2007

Box 2 of 5

Invitations, 1998-2001 (2 folders)

Box 2 of 5

Merchandising, 1998-2002, 2005

Box 2 of 5

Office of Protection Services (includes badge redesign), 1998-2000

Box 2 of 5

Podium plaques - From designer and from hand-held seal, 1998-2001, 2003

Box 2 of 5

Podium plaques - Seal alternatives, 1999-2000

Box 2 of 5

Podium plaques - Temporary, 2001

Box 2 of 5

Podium plaques - By Office of Exhibits Central (OEC), 2002, 2004

Box 2 of 5

Podium plaques - New, Improved Version from OEC, 2005-2006

Box 2 of 5

Magazine and Logo test, 1998-2003 (2 folders)

Box 2 of 5

Box 3

Seal - New Design, 1998-2001 (2 folders) (includes electronic records)

Box 3 of 5

Smithsonian Seal for invitations - 1 of 2 styles of original seal, before Product Development & Licensing (PD&L) modification, June 1999 (includes electronic records)

Box 3 of 5

Smithsonian Seal for blind-embossed actual seal - 2 of 2 styles of original seal, before PD&L modification, June 1999 (sunburst was reduced to allow for raised edges of sun in seal embossing) (includes electronic records)

Box 3 of 5

Smithsonian Seal - Alternative designs for products (PD&L), 1999-2002

Box 3 of 5

Modified Smithsonian Seals from PD&L, 1999

Box 3 of 5

All Smithsonian Institution Seals as of August 2001

Box 3 of 5

Seals to Special Events, 2002

Box 3 of 5

Smithsonian Institution 3-color log (color slides), 2000

Box 3 of 5

Hirshhorn outdoor posters, 1998

Box 3 of 5

National Museum of American History - Exterior signage, 2000-2001

Box 3 of 5

Special Lock-ups - Approved and prepared, 1998-2007 (2 folders) (includes electronic records)

Box 3 of 5

Name changes on web lock-up list, 2000-2002

Box 3 of 5

Special lock-up for Reynolds Center, Smithsonian American Art Museum (SAAM) and National Portrait Gallery (NPG), 2005

Box 3 of 5

National Science Resources Center (NSRC) Lock-up, 1998-2002

Box 3 of 5

Smithsonian Affiliates, 2000-2003

Box 3 of 5

Uniform embroidery and patches, 1998-2003

Box 3 of 5

Smithsonian Flag, 1998-2006

Box 3 of 5

Stick flags, February 2006

Box 3 of 5

Affiliates flag, February 2006

Box 3 of 5

Honor Guard flag, February 2006

Box 3 of 5

Indoor SI flags, 2005-2007

Box 3 of 5

Smithsonian flags - Summary, 2005-2006

Box 3 of 5

Vehicle decals, 1998-1999

Box 3 of 5

Vinyl colors, 1998-1999

Box 3 of 5

Web site logos - Deadline memorandum and webmaster's list, 1998

Box 3 of 5

Web site Guidelines/Cover memorandum, September 1998

Box 3 of 5

Webmasters Group to Meet, 1999

Box 3 of 5

Webmaster mailing list, 1999

Box 3 of 5

Old Prism Web site - Before Spring 2000 (includes electronic records)

Box 3 of 5

Spreading the word about www.si.edu/silogo, 2000

Box 3 of 5

Smithsonian Visual Identity Program web site - As of June 29, 2000 (includes electronic records)

Box 3 of 5

Signage, 1998-2004 (2 folders)

Box 3 of 5

Box 4

Meeting with designers on building signage, September 16, 1998

Box 4 of 5

Comments - Signage Guidelines, 1998

Box 4 of 5

Signage meeting and resulting comments, Spring 1999

Box 4 of 5

Signage meeting with Office of Physical Plant (OPP), December 14, 1999

Box 4 of 5

Signage Meeting, March 6, 2000

Box 4 of 5

Signage Task Force, 2001-2005 (6 folders)

Box 4 of 5

Banner Task Force, 2003-2004

Box 4 of 5

Visitor Information and Associates' Reception Center (VIARC) sign panels, 2003, 2005-2006

Box 4 of 5

Logos provided by MFM Design to sign production company, 2003 (includes electronic records)

Box 4 of 5

Sign Logos for Mall - Approved by Kathy Lindeman, 2002-2003

Box 4 of 5

Sign Management Committee under Barbara Croissant, 2003-2004

Box 4 of 5

Kathy Lindeman review of near-Mall sign logos, 2005

Box 4 of 5

Kathy Lindeman review of Smithsonian Tropical Research Institute (STRI) sign logos, 2005

Box 4 of 5

Kathy Lindeman review of near-Mall and STRI logos on signs - Revised shop drawings, 2006

Box 4 of 5

Haupt Garden Signs, 2004

Box 4 of 5

Manual - Mall-Wide Exterior Sign Program, 2006

Box 4 of 5

Downtown exterior signs, 2004-2007 (2 folders)

Box 4 of 5

End-Panel management - VIARC, 2004-2005

Box 4 of 5

End-Panel specs and contacts, 2004-2007

Box 4 of 5

Box 5

Sign Graphics meeting, November 3, 2004

Box 5 of 5

Information gathered on sign design, production and costs, 2004-2005

Box 5 of 5

Sign maintenance - Office of Facilities Management, Nancy Bechtol, 2005

Box 5 of 5

Arts and Industries sign panels, 2004-2005

Box 5 of 5

Folklife logos, 1998-2001

Box 5 of 5

Logo on Announcements and Directives (SDs), 1998-2000

Box 5 of 5

Camera-ready logos and disks with other formats, 1998-1999 (includes electronic records)

Box 5 of 5

Centered lock-ups, 1998

Box 5 of 5

Alternative business cards, 1998-1999

Box 5 of 5

Service and other pins, 1998-2005

Box 5 of 5

Art work - Old logo file from previous OPA staff, 1988, 1992-1993

Box 5 of 5

Museum logos - Old logo file from previous OPA staff, 1979-1980, 1992

Box 5 of 5

"Shield" Signs correspondence, 2004

Box 5 of 5

Blue Bulletin History, 1985-1995

Box 5 of 5

Elimination of Centrally Provided Printing and Duplicating Services, 2001-2002

Box 5 of 5

Effect on Blue Bulletin of Duplicating Closing, 2001-2002

Box 5 of 5

Blue Bulletin printing bids, 2002

Box 5 of 5

Blue Bulletin audience update, 2002

Box 5 of 5

Improving internal SI communications and Blue Bulletin, 2001-2003

Box 5 of 5