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Finding Aids to Official Records of the Smithsonian Institution Archives

Accession 15-125

Smithsonian Institution. Office of Public Affairs

Brand Records, 2010-2012

Repository:Smithsonian Institution Archives, Washington, D.C. Contact us at osiaref@si.edu.
Creator:Smithsonian Institution. Office of Public Affairs
Title:Brand Records
Dates:2010-2012
Quantity:2.69 cu. ft. (2 record storage boxes) (1 16x20 box)
Collection:Accession 15-125
Language of Materials:English
Summary:

This accession consists of records that document the Smithsonian's work in revitalizing its brand and image through identifying it as the singular source for the convergence of research and discovery in science, art, history, culture, and education. The firm Wolff Olins was selected to develop a comprehensive institutional brand positioning strategy and to produce an implementation plan for the Smithsonian's launch of its new branding to its internal and external stakeholders and broader constituencies. Wolff Olins created the Smithsonian's first-ever national branding and awareness campaign around the tagline: "Seriously Amazing." The goal was to help people understand that the Smithsonian is a place of scientific discovery, cultural exploration and collaborative learning. "Seriously Amazing" was mean to evoke the Smithsonian's important scholarship and the "wow moments" it delivers every day. These materials were maintained by Pherabe Kolb, Senior Program Officer, Office of the Undersecretary for Finance and Administration, who worked under the auspices of the Office of Public Affairs as Associate Director of Strategic Communications on the Smithsonian's branding campaign. Materials include correspondence, memoranda, requests for proposals, proposals, contracts, surveys, questionnaires, workshop records, and advertising records.

Descriptive Entry

This accession consists of records that document the Smithsonian's work in revitalizing its brand and image through identifying it as the singular source for the convergence of research and discovery in science, art, history, culture, and education. The firm Wolff Olins was selected to develop a comprehensive institutional brand positioning strategy and to produce an implementation plan for the Smithsonian's launch of its new branding to its internal and external stakeholders and broader constituencies. Wolff Olins created the Smithsonian's first-ever national branding and awareness campaign around the tagline: "Seriously Amazing." The goal was to help people understand that the Smithsonian is a place of scientific discovery, cultural exploration and collaborative learning. "Seriously Amazing" was mean to evoke the Smithsonian's important scholarship and the "wow moments" it delivers every day. These materials were maintained by Pherabe Kolb, Senior Program Officer, Office of the Undersecretary for Finance and Administration, who worked under the auspices of the Office of Public Affairs as Associate Director of Strategic Communications on the Smithsonian's branding campaign. Materials include correspondence, memoranda, requests for proposals, proposals, contracts, surveys, questionnaires, workshop records, and advertising records.

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Use Restriction

Restricted for 15 years, until Jan-01-2028; Transferring office; 01/30/2015 memorandum, Toda to Kolb; Contact reference staff for details.

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This collection is indexed under the following access terms. These are links to collections with related topics, persons or places.

Name

Subject

Physical Characteristics of Materials in the Collection

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Preferred Citation

Smithsonian Institution Archives, Accession 15-125, Smithsonian Institution. Office of Public Affairs, Brand Records

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Container List

Box 1

Wolff Olins contract and feedback, 2010-2012

Box 1 of 3

Wolff Olins documents, 2010-2011 (4 folders)

Box 1 of 3

Target Corporation, 2011-2012 (3 folders)

Box 1 of 3

Brand strategy implementation, 2010-2011 (2 folders)

Box 1 of 3

Brand strategy workshops, 2010-2011 (2 folders)

Box 1 of 3

Brand research, 2010-2011 (3 folders)

Box 1 of 3

Box 2

Brand launch/Earned media plan, 2012

Box 2 of 3

Brand workshop - Exhibitions, 2012

Box 2 of 3

Brand workshop - Educators, 2012

Box 2 of 3

Brand workshop - Volunteers, 2012

Box 2 of 3

Brand workshop - Web and social media, 2012

Box 2 of 3

Brand workshop - Office of Protection Services and Office of Facilities Management and Reliability, 2012

Box 2 of 3

Brand workshop - Office of Human Resources, 2012

Box 2 of 3

Brand workshop - Affiliations, 2012

Box 2 of 3

Style guide launch

Box 2 of 3

Ad signage, 2012

Box 2 of 3

Advertising plans, 2012

Box 2 of 3

Microsite, 2012

Box 2 of 3

Brand information sessions calendar, 2012

Box 2 of 3

Smithsonian logo, 2012

Box 2 of 3

Direct mail, 2012

Box 2 of 3

Internal brand personas/workshops, 2011-2012

Box 2 of 3

Wieden and Kennedy kickoff - New York City, 2012

Box 2 of 3

Ad preview materials, 2012

Box 2 of 3

Brand metrics, 2012

Box 2 of 3

Wieden and Kennedy contract, 2012

Box 2 of 3

Brand signage and exhibition, 2012

Box 2 of 3

Smithsonian brochure, 2012

Box 2 of 3

Wolff Olins - Additional work, 2012

Box 2 of 3

Marketing, 2012 (includes electronic records - DVD)

Box 2 of 3

Brand programming, 2012

Box 2 of 3

Campaign plan for brand, 2012

Box 2 of 3

Miscellaneous documents, 2012 (2 folders)

Box 2 of 3

Box 3

Wolff Olins - Brand Campaign Concepts, May 28, 2012

Box 3 of 3

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