VOL.3 The Visual Standards Guide Smithsonian Institution _
VOL.3 The Visual Standards Guide Smithsonian Institution _
CONTENTS
_
01
02
New Vision
Logo Standards
New Vision _
Logo Anatomy _
Final Logo _
Alternate Versions _ Logo Size Chart _ Logo Dont’s _
03
04
Visual Standards
Expansions
Typographic Standards _
Brand Extensions List _
Main Logo / Brand Colors _
Brand Chart _
Approved System Colors _
Future Extensions _
Business System (Stationery) _
08
01 New Vision New Vision _ Final Logo _
09
010
VISUAL STANDARDS GUIDE
New Vision _
MISSION Our mission is to create an environment to help people gain knowledge and experience the beauty of art and culture to build a better future.
REBRANDING OBJECTIVE The Smithsonian is more than a museum. It will be a high quality, personalized, innovative community of learning. The new Smithsonian will create educational content to help people live holistically through collaborative programs and services that educate, inspire, and entertain. Ultimately, the Smithsonian will help people understand and improve they outer world and inner selves.
Keywords Learn / Create / Enjoy
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VISUAL STANDARDS GUIDE
Final Logo _
Our mission is to create an environment to help people gain knowledge and experience the beauty of art and culture to build a better future. Based on our mission and keywords, new logo features the concept of sharing and spread, unifying our core value. The new logo is simple but clearly and directly reflect our new vision.
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014
VISUAL STANDARDS GUIDE
02 Logo Standards Final logo _ Logo anatomy _ Alternate versions _ Logo size chart _ Logo dont’s _
New Visions I Logo Standards I Visual Standards I Future Expansions
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VISUAL STANDARDS GUIDE
Logo Anatomy _
When putting Smithsonian symbol and wordmark together as the primary logo, the proportion and the space between each should follow the standard guide which is shown on this page. The “X” represents the 1/2 width of the letter “i.” The size of the symbol should be as wide as 19X. The space between the symbol and wordmark should be exactly 6X between the outer edge of the circle of the symbol and the outer edge of the letter “S.” Around the symbol and wordmark should also keep at least 6X clear space. There shouldn’t be any graphic, text or other sorts of an element within this area.
6x
19x
1X 45˚
1X 45˚
16x
19x
1X
1X
19x
016
_ Symbol + Word Mark “X” represents the 1/3 width of the letter “i”
New Visions I Logo Standards I Visual Standards I Future Expansions
1X
1X 6x
017
45˚
45˚
19x
16x
1X
_ Word Mark
19x
19x
6x
1X
19x
_ symbol
018
VISUAL STANDARDS GUIDE
Alternate Versions _
Composition 1 : Primary Logo (Horizontal)
Composition 2 : Secondary Logo (Vertical)
New Visions I Logo Standards I Visual Standards I Future Expansions
Composition 3 : Word Mark Only
Composition 4 : Symbol Only
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VISUAL STANDARDS GUIDE
Logo Size Chart _
The following chart is dimension restrictions which show the standard and the minimum sizes of the logo to help using our new logo with optimal readability. It is important to use the logo with the appropriate size in different media and formate.
New Visions I Logo Standards I Visual Standards I Future Expansions
Digital Environment
Print Environment
minium 1in
minium 1in
minium 0.7in
minium 0.7in
minium 0.4in
minium 0.4in
Horizontal
Vertical
Symbol Only
Word Mark Only
minium 1in
minium 1in
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VISUAL STANDARDS GUIDE
Logo Dont’s _
The logo is designed for specific use to keep consistency and maintain its recognition. The way the logo is displayed must be careful attention. The list below are examples of incorrect or unacceptable uses of the Smithsonian logo.
01_ Do not reverse colors of the symbol. 02_Do not stretch the logo. 03_ Do not use drop shadow. 04_ Do not rotate the logo. 05_ Do not flip over the symbol. 06_ Do not outline the logo. 07_ Do not use a shape to surround or enclose the logo. 08_ Do not use unapproved color. 09_ Do not substitute other typefaces in the signature. 10_ Do not change the proportion of symbol and wordmark. 11_ Do not use gradient color. 12_ Do not add the third color to the logo.
New Visions I Logo Standards I Visual Standards I Future Expansions
01
07
02
08
03
09
04
10
05
11
06
12
023
024
VISUAL STANDARDS GUIDE
03 Visual Standards Typographic standards _ Main logo/brand colors _ Approved system colors _ Business system (Stationery) _
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026
VISUAL STANDARDS GUIDE
Typographic Standards _
The typeface is key elements of design that shape the impression of our brand and the user experience itself. It must be used consistently along with visual elements and publication formats to build and maintain our new look.
Primary Typeface
Aileron _ Aileron, Regular, 78 pt
Aileron is the Smithsonian primary typeface, from title, subtitle, bodycopy and caption. Aileron is a sans serif font reference to a typeface classified as Neo-Grotesque including Helvetica. The curved portion clothoid curve By performing the process was conscious, was to get an overall soft impression. Utilizing multiple masters, weights are prepared in seven levels from Thin to Heavy. The brand can use it in a wide scene. The selected “Aileron� as Smithsonian primary typeface not only because of it a have excellent legibility and readability in various style, but also because it conveys both humanistic tone and a sense of geometric.
New Visions I Logo Standards I Visual Standards I Future Expansions
General Function: Caption and supporting text.
Aileron Thin 12 pt
AB C DEF GHI JK LMNOPQR S T UVWXYZ abcdefgh ij kl m nopqrs tuvwxyz 0 1 2 3 4 5 6 7 89
Aileron Light 12 pt
AB CDEF GHIJKLMN OP QRS TUVWXY Z abcde fghij klm n o p qrs tu vwx yz 0123456789
General Function: Bodycopy
Aileron Regular 12 pt
ABCDEFGHIJKL MNOPQRS TUVW XY Z a b cd e f g h i jklmnopqr s t uvwxyz 012345678 9
General Function: Title and subtitle.
Aileron SemiBold 12 pt
A BCD E FG HIJ KLMNOPQRSTU VWXYZ a bc defgh ijklmnopqrst uvwxyz 0 1 2 3 4 5 6 789
Aileron Bold 12 pt
A B CD E F G HIJKLMNOPQRSTU VWXYZ abcdefghi jk lmnopqrstuv w xy z 01234567 89
Aileron Black 12 pt
AB C DEF GHI JKLMNOPQRSTUVWXYZ ab cd e fg hijklm nopqrstuvwxyz 0 1 2 3 4 5 6 789
Aileron Heavy 12 pt
AB C D EF GH IJK LMNOPQRSTUV WX YZ abcd ef g hi jklm nopqrstuvwxy z 01234567 89
027
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VISUAL STANDARDS GUIDE
Main Logo/Brand Colors _
Color communicates essential information to people. The primary color palette reflects the brand’s goal and values. The Smithsonian color standards based on our mission—to create an environment to help people gain knowledge and experience the beauty of art and culture to build a better future. Based on our mission and keywords, The blue and green color convey a sense of creative and progressive. Also to the “Smithsonian” brand into the exuberant vitality.
White
Black
425 U
3268 U
2738 U
C
0
0
0
60
90
M
0
0
0
5
85
Y
0
0
0
35
5
K
0
100
50
0
0
R
255
0
147
98
61
G
255
0
147
187
71
B
255
0
152
177
151
PMS
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030
VISUAL STANDARDS GUIDE
Approved System Colors _
In the system of these kind of colors palette, are used to create emphasis and promote variety in content.
New Visions I Logo Standards I Visual Standards I Future Expansions
031
032
VISUAL STANDARDS GUIDE
Business System _
New Visions I Logo Standards I Visual Standards I Future Expansions
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034
VISUAL STANDARDS GUIDE
04 Expansions Brand Extensions List _ Brand Chart _ Future Extensions _
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VISUAL STANDARDS GUIDE
Brand Extensions _
Functional List
Products
Experiences
PR1: Museum Retailstore
EX1: Storytelling workshop
PR2: Museum Bookstore
EX2: Food Tasting
PR2: Museum Restaurant
EX3: Group Adventure
Events EV1: Smithsonian Talks EV2: Smithsonian Conference
EX4: Museum Concert EX5: Museum Light Exercise EX6: Inspir Gallery
EV3: Smithsonian Culture Week
EX7: Color Exhibition
EV4: Meet Up Club
EX8: Global Community Development Program EX9: Virtual Reality Museum
Environments EN1: Museum Concert EN2: Museum Light Exercise
Education ED1: DIY Workshop ED2: Smithsonian Study Abroad Program ED3: Smithsonian Training camp ED4: Smithsonian Virtual School
Services
ED5: Art Therapy
SE1: Art and Culture Hotel SE2: Wedding Planner
Co-branding CO1: Mini Mall Gallery CO2: Smithsonian Gala
New Visions I Logo Standards I Visual Standards I Future Expansions
Create
Learn
EX1
ED1
EX8
EX2
ED5
ED2
EX3
ED3
EX6
ED4
EX7
EV2
EN1 EV1 EV3 SE2
EX9
SE1
EN2
EV4
CO2
PR2 EX4 EX5 CO1 PR1 PR2
Enjoy
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Brand Extensions _
Create
_01
_02
EX1
ED1
Type: Experiences
Type: Education
Title: Storytelling Workshop
Title: DIY Workshop
Introduction: Public Speaking Training. Provides the
Introduction: Offers handcraft classes for adults, taught
space, tools, and expertise for people to practice the art
by excellent local teachers, makers, artists, and DIY’ers.
and craft of personal storytelling
Description: Keep most classes accessible by using
Description: The community program encourages people
affordable equipment you can use at home. Also equipped
to speak up. Partner with community organizations, small
with a complete silk screening facility, primary sewing
nonprofits, and cultural institutions to host workshops that
machines and a lot of many tools for just about everything
inspire confidence and self-reflection in storytellers and
DIY people can think of. Main courses offered include
listeners, and deepen connections within and between
plants & wood, leatherworking, textile & craft, art &
communities.
printmaking.
Similar to: Similar to The Moth Community Program,
Similar to: Similar to general handcraft classes. Such as
It not only cultivates thinking but also speaking and
Paxton Gate, Sour Flour, TechShop.
comprehension. Similar to Speak Up by that is confidence building and passion development. Different than: Unlike The Moth Community Program, The Storytelling Workshop provides the opportunity for people to communicate and learn. It will provide development potential, and give people the ability to correct understanding of self-confidence. Mission-focus: The Storytelling Workshop reinforces our mission to help people spread knowledge by allowing them to tell others their personal stories. Inspire confidence and self-reflection for people.
Different than: Unlike the general handcraft classes. The DIY Workshop make stuff is for fun, encouraging a lifestyle, or taking a break and making something. Mission-focus: The DIY Workshop reinforces our mission to help people gain knowledge and experience the beauty of art by Offer classes that are fun, educational. The DIY Workshop is providing the opportunity to create fun experiences with others.
New Visions I Logo Standards I Visual Standards I Future Expansions
_03
_04
EX3 Type: Experiences
Type: Education
Title: Group Adventure
Name: Art Therapy
Introduction: A collaborates game for multiple players. Description: Offer game that needs multiple players to participate and cooperate. During the game, people need to communicate and solve puzzles to choose the right way. Group competition-play together for the common goal of victory. Similar to: Similar to Escapes, Outdoor maze, and SkyPods. People need to cooperating with other people to solve puzzles. Different than: Unlike Escapes and SkyPods. It more exciting to play games that people have time to think and strategize. Mission-focus: The Group Adventure enforces the mission of helping people build cooperative and communication skills, by creating game space, game tools, and game opportunities for people.
Introduction: Art therapy is a type of therapeutic technique rooted in the idea that creative expression can foster healing and mental well-being. Description: Art therapy can be used to treat a wide range of mental disorders and psychological distress. Such as Children with learning disabilities; Adults experiencing severe stress. Similar to: Similar to general art courses. Courses include instruction in drawing and other art forms. Different than: Unlike other Organization. Great art resources and academic support from Smithsonian. More professional and dependable. Mission-focus: The Art Therapy reinforces our mission to help people gain knowledge and experience the beauty of art by Offer creative classes. Uses the creative process of art making to improve and enhance the physical, mental and emotional well-being of individuals of all ages.
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_05
_06
Type: Experience
Type: Experiences
Name: Inspire Gallery
Name: Color Exhibition
Introduction: Innovative art space and destination for
Introduction: Color is the theme of this interactive
immersive and interactive art exhibitions.
exhibition.
Description: Dedicated to showcasing works by
Description: There is colorful installation art with
groundbreaking new media artists who are
experience activities. New participatory installations of
experimenting with new technology and new forms
colors will collect from the local. Hues that invite curiosity,
of creative expression.
discovery, and play. The colorful installation art with
Similar to: Similar to the general exhibition. A destination for the appreciation of art and gain inspiration. Different than: More interactive and participation. Offer an interactive experience, in which participation is not only allowed, but encouraged. Mission-focus: The Inspire Gallery reinforces our mission to help people gain knowledge and experience the beauty of art by encouraging participation in projects.
experience activities will connect people to the exciting moments around the local city and daily life. Similar to: Similar to Museum of Ice Cream. The exhibit has a specific theme and encourages participation. Different than: Different than the Museum of Ice Cream. Some artists, creatives, designers, and makers are teaming up with the exhibition to tell their unique color stories and engage all of the peoples’ senses in unexpected ways. Mission-focus: The Color Exhibition reinforces our mission to help people experience the beauty of art by providing colorful installation and experience activities.
New Visions I Logo Standards I Visual Standards I Future Expansions
Brand Extensions _
Enjoy
_01
_02
EX9
CO1
Type: Experiences
Type: Co-branding opportunities
Name: Virtual Reality Museum
Name: Mini Mall Gallery
Introduction: The Virtual Reality Museum of Immersive
Introduction: Co-branding opportunities (Smithsonian+
Experience. It offers a prototypical implementation of a
Shopping Mall). The artwork will out into the functional
large scale virtual exhibition.
living space based on beauty and art.
Description: Not everyone can venture to the museums,
Description: The strategy will focus on convenient it to
nor can the museums traveling exhibitions reach everyone
enter daily life and bring unique sensory experience to
where they live. The digital and interactive has already
the public. Cooperation with the public area and large
walked into our lives and quickly spread to open; most
shopping malls get into the commercial spaces. Make art
people take to have digital experiences. Via “Virtual Reality
filters everywhere in people’s lives. Making beneficial use
Museum” People can use it no matter where — they lie in
of the space and leveraging the foot traffic of the malls
bed and sleepless night, or during the noon break.
to bring more people into museums, exhibits and other
Similar to: Such as The Kremer Museum. The strategy is
educational venues.
an innovative new museum concept that combines the
Similar to: Such collaborations between arts and luxury
newest VR technology with world-class art treasure. Not
brand. Similar to Yayoi Kusama for Louis Vuitton; Alexander
subject to time and geographical constraints.
McQueen: Savage Beauty.
Different than: Unlike The Kremer Museum. The strategy
Different than: Unlike collaborations between arts and
is trying to explore more possibilities by introducing
luxury brand. Partnerships between Smithsonian and
focused applications and product, such as feeling the art
shopping mall, Such as “pop-up store.” Make people an
of nature, and so on.
immersive experience of the beauty of art.
Mission-focus: The Virtual Reality Museum reinforces the
Mission-focus: The Mini Mall Gallery reinforces the
mission of help people gain knowledge by breaks through
mission of helping people experience the beauty of art
the shackle of time and area. No matter when whenever.
by allowing the artwork to closer life without heaviness,
Have an incredible journey with the experience.
serious, academic.
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_03
_04
EX2 Type: Experiences
Type: Service
Title: Food Tasting
Name: Art and Culture Hotel
Introduction: Tasting and creating food. People can learn
Introduction: Theme Hotel
about food by eating fresh food ingredients and inventive cuisine. Description: The experiences will begin with a tasting of different fresh food ingredients. When people get some flavor inspiration, each participant can create their innovative cuisine. To eat delicious food and learn something about food. Introduces people to different food, cultures, history, and ingredients. Similar to: Vogelzang designs dining experiences. The
Description: Enjoys advantages of geographical location and tourism resources. The different hotel theme is also different. Various types of Hotel, depends on what kind of museum behind it. Similar to: Similar to Disney Themed Hotel. The design of the hotel, room, and amenities typically reflect the chosen theme in every little detail, creating a complete immersion for guests. Different than: All elements should reflect the unique art and culture characteristic of Smithsonian.
experience lets people know more clearly about what and how they eat. Different than: Unlike Vogelzang designs dining experiences. Secret Of Food offers people actively join in the team, creating manipulate recipes and create innovative cuisine that stretches the imagination. Mission-focus: The Secret Of Food enforce the mission to help people learning how the food cycle works, from farmers to the food industry to biotechnology to psychology. Providing space and eating Experiences.
Mission-focus: The Art and Culture Hotel reinforces the mission of helping people experience the beauty of culture by providing unique residential services and providing the guests with a unique experience.
New Visions I Logo Standards I Visual Standards I Future Expansions
_05
_06
Type: Experiences
Type: Experiences
Name: Museum Light Exercise
Name: Museum Concert
Introduction: Participants will engage in a quick,
Introduction: Museums aren’t just for Visual. They also
45-minute workout.
offer wonderful concerts.
Describe: The experience of being physical while looking
Describe: Offer concerts in specially-dedicated concert
at the artwork and listening to music will change the way
venues housed within the museum, as well as offering
the audience feels about being in a museum.
concerts within their galleries and public spaces, resulting
Similar to: Similar to The Metropolitan Museum of Art
in a true “melding of the arts.”
Workout Tour. Providing guided tour, and workout.
Similar to: Similar to many little concerts.
Different than: The performance and guided tour base on
Differentiators: A both audio and visual feast. A true
the characteristic of Smithsonian.
“melding of the arts.”
Mission-focus: The Museum Light Exercise reinforces the
Mission-focus: The Museum Concert reinforces our
mission of helping people experience the beauty of art
mission to help people gain knowledge and experience
and culture by providing performance, guided tour, and
the beauty of art and culture by providing an audio and
workout.
visual feast.
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Brand Extensions _
Learn
_01
_02
EV
EV
Type: Events
Type: Events
Title: Smithsonian Talks
Title: Smithsonian Conference
Introduction: Devoted to spreading ideas
Introduction: An annual summit for the Institute.
Description: To invite famous scholars, person. In the form of
Description: Welcomes colleagues in the sciences,
short, powerful talks. It could be focus to include discussions
engineering, technology, computer science, medicine, the
on many arts, cultural, and scientific topic.
social sciences, the humanities, the arts, and independent
Similar to: TED Talks, 99U, IdeaCity, and PopTech.
scholars and artists. The conference share an interest in problems of science and representation, and the cultural
Different than: Unlike The TED. Smithsonian Talks more
and social dimensions of science, technology, and
focus to include talks on many scientific, cultural, and
medicine. The leading platform for global and inclusive
academic topic.
dialogue.
Mission-focus: The Smithsonian Talks reinforces the mission
Similar to: AI for Good Global Summit. Connecting
of helping people gain knowledge by share and exchange
innovators with problem owners for sustainable
different idea.
development. It will host each year in Smithsonian conference center. Different than: Smithsonian Talks more focus to include talks on many scientific, cultural, arts, and educational topic. Mission-Focus: The Smithsonian Conference reinforces the mission of helping people gain knowledge by share and exchange different idea. The collision of ideas from various disciplines and cultures.
New Visions I Logo Standards I Visual Standards I Future Expansions
_03
_04
ED Type: Education Title: Smithsonian Study Abroad Tour Introduction: Various study tour schedules can be organized according to particular needs. Description: The study tour is a unique travel experience that combines learning with traveling. The area of study that people are interested in exploring will determine how the journey be organized. Similar to: Similar to College Study Tours. Study Tours are short term, academic, faculty-led trips. Study Tours are academic in nature and there is a strong emphasis on handson learning. Different than: Unlike The College Study Tours. Various study tour schedules can be organized according to particular needs. Know more about human art and culture in the world. Mission-focus: The Smithsonian Study Tour reinforces the mission of helping people experience the beauty of art by the depth and breadth of the Study Tour. Take a close look at the history in tourist culture perspective.
Type: Education Name: Smithsonian Training camp Introduction: Provides lessons for people. Help people to build up both physical strength and willpower. Description: There are several effective ways to educate people on how to build up both physical strength and willpower. Training Camp is an inspirational story filled with invaluable lessons and insights on bringing out the best in people. Similar to: Similar to short time training camp, summer camp. Different than: All lessons combine theory with practice. It will connect with the art and culture theme. Mission-focus: The Smithsonian Training camp reinforces the mission of help people gain knowledge by help people to build up self.
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VISUAL STANDARDS GUIDE
_05
_06
Type: Events
Type: Education
Name: Smithsonian Culture Week
Name: Smithsonian Virtual School
Introduction: Traditional culture and sports activities every month.
Introduction: Educated at home.
Describe: Each month have a particular cultural topic and organizes activities for it. Focus on traditional culture and sports. Invite people to know about different customs and sports activities.
Description: Virtual schooling provides people access to certified teachers and online school materials. Create more flexible learning situations, more in-depth learning, and excellent learner support.
Similar to: Similar to The National Culture Week. Encourage residents in these activities.
Similar to: Similar to online education.
Different than: Base on Smithsonian's powerful cultural resource. The cultural activities have some significance for the variety and richness in real-life.
resources and technical capacity. The flexible learning
Mission-focus: The Smithsonian Culture Week reinforces the mission of helping people experience the beauty of culture by promoting the cultural activities of residents.
Mission-focus: The Smithsonian Virtual School reinforces
Differentiators: Smithsonian has reliable academic model can expand teaching scale and provide more people with much more study opportunities.
our mission to help people gain knowledge by providing a flexible way of learning.
New Visions I Logo Standards I Visual Standards I Future Expansions
Create EX1
Learn ED1
EX2
EV2 ED2
EX3
EV1 EX9
CO1
Enjoy
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VISUAL STANDARDS GUIDE
Storytelling Workshop
Tag: Create Type: Experiences Title: Storytelling Workshop Introduction: Public Speaking Training. Provides the space, tools, and expertise for people to practice the art and craft of personal storytelling. Description: The community program encourages people to speak up. Partner with community organizations, small nonprofits, and cultural institutions to host workshops that inspire confidence and self-reflection in storytellers and listeners, and deepen connections within and between communities. Similar to: Similar to The Moth Community Program, It not only cultivates thinking but also speaking and comprehension. Similar to Speak Up by that is confidence building and passion development. Different than: Unlike The Moth Community Program, The Storytelling Workshop provides the opportunity for people to communicate and learn. It will provide development potential, and give people the ability to correct understanding of self-confidence. Mission-focus: The Storytelling Workshop reinforces our mission to help people spread knowledge by allowing them to tell others their personal stories. Inspire confidence and self-reflection for people.
“Inspire confidence and self-reflection for people“
New Visions I Logo Standards I Visual Standards I Future Expansions
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050
VISUAL STANDARDS GUIDE
DIY Workshop
Tag: Create Type: Education Title: DIY Workshop Introduction: Offers handcraft classes for adults, taught by excellent local teachers, makers, artists, and DIY’ers. Description: Keep most classes accessible by using affordable equipment you can use at home. Also equipped with a complete silk screening facility, primary sewing machines and a lot of many tools for just about everything DIY people can think of. Main courses offered include plants & wood, leatherworking, textile & craft, art & printmaking. Similar to: Similar to general handcraft classes. Such as Paxton Gate, Sour Flour, TechShop. Different than: Unlike the general handcraft classes. The DIY Workshop make stuff is for fun, encouraging a lifestyle, or taking a break and making something. Mission-focus: The DIY Workshop reinforces our mission to help people gain knowledge and experience the beauty of art by Offer classes that are fun, educational. The DIY Workshop is providing the opportunity to create fun experiences with others.
“Go do something fun together”
New Visions I Logo Standards I Visual Standards I Future Expansions
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052
VISUAL STANDARDS GUIDE
Group Adventure
Tag: Create Type: Experiences Title: Group Adventure Introduction: A collaborates game for multiple players. Description: Offer game that needs multiple players to participate and cooperate. During the game, people need to communicate and solve puzzles to choose the right way. Group competition-play together for the common goal of victory. Similar to: Similar to Escapes, Outdoor maze, and SkyPods. People need to cooperating with other people to solve puzzles. Different than: Unlike Escapes and SkyPods. It more exciting to play games that people have time to think and strategize. Mission-focus: The Group Adventure enforces the mission of helping people build cooperative and communication skills, by creating game space, game tools, and game opportunities for people.
“Building cooperation and communication skills“
New Visions I Logo Standards I Visual Standards I Future Expansions
053
054
VISUAL STANDARDS GUIDE
Food Tasting
Tag: Enjoy Type: Experiences Title: Food Tasting Introduction: Tasting and creating food. People can learn about food by eating fresh food ingredients and inventive cuisine. Description: The experiences will begin with a tasting of different fresh food ingredients. When people get some flavor inspiration, each participant can create their innovative cuisine. To eat delicious food and learn something about food. Introduces people to different food, cultures, history, and ingredients. Similar to: Vogelzang designs dining experiences. The experience lets people know more clearly about what and how they eat. Different than: Unlike Vogelzang designs dining experiences. Secret Of Food offers people actively join in the team, creating manipulate recipes and create innovative cuisine that stretches the imagination. Mission-focus: The Secret Of Food enforce the mission to help people learning how the food cycle works, from farmers to the food industry to biotechnology to psychology. Providing space and eating Experiences.
“Eating and learning�
New Visions I Logo Standards I Visual Standards I Future Expansions
055
056
VISUAL STANDARDS GUIDE
Virtual Reality Museum
Tag: Enjoy Type: Experiences Title: Virtual Reality Museum Introduction: The Virtual Reality Museum of Immersive Experience. It offers a prototypical implementation of a large scale virtual exhibition. Description: Not everyone can venture to the museums, nor can the museums traveling exhibitions reach everyone where they live. The digital and interactive has already walked into our lives and quickly spread to open; most people take to have digital experiences. Via “Virtual Reality Museum” People can use it no matter where — they lie in bed and sleepless night, or during the noon break. Similar to: Such as The Kremer Museum. The strategy is an i nnovative new museum concept that combines the newest VR technology with world-class art treasure. Not subject to time and geographical constraints. Different than: Unlike The Kremer Museum. The strategy is trying to explore more possibilities by introducing focused applications and product, such as feeling the art of nature, and so on. Mission-focus: The Virtual Reality Museum reinforces the mission of help people gain knowledge by breaks through the shackle of time and area. No matter when whenever. Have an incredible journey with the experience.
“Take a trip of the museum anytime, anywhere”
New Visions I Logo Standards I Visual Standards I Future Expansions
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VISUAL STANDARDS GUIDE
Mini Mall Gallery
Tag: Enjoy Type: Co-branding opportunities Title: Mini Mall Gallery Introduction: Co-branding opportunities (Smithsonian+ Shopping Mall). The artwork will out into the functional living space based on beauty and art. Description: The strategy will focus on convenient it to enter daily life and bring unique sensory experience to the public. Cooperation with the public area and large shopping malls get into the commercial spaces. Make art filters everywhere in people’s lives. Making beneficial use of the space and leveraging the foot traffic of the malls to bring more people into museums, exhibits and other educational venues. Similar to: Such collaborations between arts and luxury brand. Similar to Yayoi Kusama for Louis Vuitton; Alexander McQueen: Savage Beauty. Different than: Unlike collaborations between arts and luxury brand. Partnerships between Smithsonian and shopping mall, Such as “popup store.” Make people an immersive experience of the beauty of art. Mission-focus: The Mini Mall Gallery reinforces the mission of helping people experience the beauty of art by allowing the artwork to closer life without heaviness, serious, academic.
“Integrating art into daily life”
New Visions I Logo Standards I Visual Standards I Future Expansions
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060
VISUAL STANDARDS GUIDE
Smithsonian Talks
Tag: Learn Type: Events Title: Smithsonian Talks Introduction: Devoted to spreading ideas Description: To invite famous scholars, person. In the form of short, powerful talks. It could be focus to include discussions on many arts, cultural, and scientific topic. Similar to: TED Talks, 99U, IdeaCity, and PopTech. Different than: Unlike The TED. Smithsonian Talks more focus to include talks on many scientific, cultural, and academic topic. Mission-focus: The Smithsonian Talks reinforces the mission of helping people gain knowledge by share and exchange different idea.
“Spreading ideas with others�
New Visions I Logo Standards I Visual Standards I Future Expansions
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VISUAL STANDARDS GUIDE
Smithsonian Conference
Tag: Learn Type: Events Title: Smithsonian Conference Introduction: An annual summit for the Institute. Description: Welcomes colleagues in the sciences, engineering, technology, computer science, medicine, the social sciences, the humanities, the arts, and independent scholars and artists. The conference share an interest in problems of science and representation, and the cultural and social dimensions of science, technology, and medicine. The leading platform for global and inclusive dialogue. Similar to: AI for Good Global Summit. Connecting innovators with problem owners for sustainable development. It will host each year in Smithsonian conference center. Different than: Smithsonian Talks more focus to include talks on many scientific, cultural, arts, and educational topic. Mission-Focus: The Smithsonian Conference reinforces the mission of helping people gain knowledge by share and exchange different idea. The collision of ideas from various disciplines and cultures.
“Learn ideas from different disciplines and cultures�
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VISUAL STANDARDS GUIDE
Smithsonian Study Abroad Tour
Tag: Learn Type: Education Title: Smithsonian Study Abroad Tour Introduction: Various study tour schedules can be organized according to particular needs. Description: The study tour is a unique travel experience that combines learning with traveling. The area of study that people are interested in exploring will determine how the journey be organized. Similar to: Similar to College Study Tours. Study Tours are short term, academic, faculty-led trips. Study Tours are academic in nature and there is a strong emphasis on hands-on learning. Different than: Unlike The College Study Tours. Various study tour schedules can be organized according to particular needs. Know more about human art and culture in the world. Mission-focus: The Smithsonian Study Tour reinforces the mission of helping people experience the beauty of art by the depth and breadth of the Study Tour. Take a close look at the history in tourist culture perspective.
“Learn the history of the places you travel to“
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RESOURCES https://www.si.edu https://logo.si.edu/wp-content/uploads/2018/07/si_brandguide_08-13-18.pdf https://en.wikipedia.org/wiki/Smithsonian_Institution https://www.si.edu/about/annual-report https://washington.org/smithsonian-institution-museums-overview
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VOL.3 THE VISUAL STANDARDS GUIDE This book is a non-commercial project for educationalpurposes and in not intended to represent the Smithsonian.
Designer Xinran Gao Course GR 604 The Nature Of Identity 2019 Spring Instructor Hunter Wimmer School Academy of Art University