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VOL.1 The Visual Strategy Guide Smithsonian Institution _

VOL.1 The Visual Strategy Guide Smithsonian Institution _





Brand History

New Vision

Smithsonian Institution _

New mission _

Brand History _

Brand Visualization _

Brand Timeline _ Our Past _





Future Audience _

Current Competitors _

Personas (Insider) _

Adjacent Competitors _

Personas (outsider)

Aspirational Competitors _


01 Brand History Smithsonian Institution _ Brand History _ Brand Timeline _ Our Past _




Smithsonian Institution _

The smithsonian is the world’s largest museum, education, and research complex, with 19 museums and the national zoo—shaping the future by preserving our heritage, discovering new knowledge, and sharing our resources with the world. The Smithsonian Institution, also known simply as the Smithsonian, is a group of museums and research centers administered by the Government of the United States. It was founded on August 10, 1846 "for the increase and diffusion of knowledge". The institution is named after its founding donor, British scientist James Smithson. Termed "the nation's attic" for its eclectic holdings of 154 million items, the Institution's nineteen museums, nine research centers, and zoo include historical and architectural landmarks, mostly located in the District of Columbia. Additional facilities are located in Arizona, Maryland, Massachusetts, New York City, Pittsburgh, Texas, Virginia, and Panama. More than 200 institutions and museums in 45 states, Puerto Rico, and Panama are Smithsonian Affiliates. Institution publications include Smithsonian and Air ans Space magazines. The Institution's thirty million annual visitors are admitted without charge. Its annual budget is around $1.2 billion with two-thirds coming from annual federal appropriations. Other funding comes from the Institution's endowment, private and corporate contributions, membership dues, and earned retail, concession, and licensing revenue.

_What we does: Shaping the future by preserving human’s heritage, discovering new knowledge, and sharing the resources with the world. _Who we do it for: All of the human. _Why we do it: Increase and diffusion of knowledge among men

Brand History I New Vision I Personas I Competitors




Brand History I New Vision I Personas I Competitors

Brand History _

Smithsonian Institution, research institution founded by the bequest of James Smithson, an English scientist. Smithson, who died in 1829, had stipulated in his will that should his nephew and heir himself die without issue, his remaining assets would pass to the United States and be used to found the Smithsonian Institution. The nephew died, heirless, in 1835, and the U.S. government was apprised of the endowment. Although it was held by John C. Calhoun and other members of Congress that the federal government had no power to accept such a gift, it was finally secured, largely through the efforts of John Quincy Adams. By 1838 the estate had been liquidated, and the resulting $508,318.46 was passed to the U.S. government. Because the intent of Smithson’s bequest was vague—he merely stated that the funds should be used for the “increase and diffusion of knowledge among men”—there was considerable disagreement over how the money was to be deployed. Conceptualized as a university during early discussions, the institution ultimately established by a congressional act in 1846—as a private institution in trust of the U.S. government—was a hybrid of later ideas for a research centre, an observatory, a library, and a museum. The cornerstone for the Smithsonian Institution Building was laid the following year on the National Mall in Washington, D.C. The building—inspired by Norman architecture and designed by James Renwick—was completed in 1855. Though the Smithsonian's first Secretary, Joseph Henry, wanted the Institution to be a center for scientific research, it also became the depository for various Washington and U.S. government collections. The United States Exploring Expedition by the U.S. Navy circumnavigated the globe between 1838 and 1842. The voyage amassed thousands of animal specimens, an herbarium of 50,000 plant specimens, and diverse shells and minerals, tropical birds, jars of seawater, and ethnographic artifacts from the South Pacific Ocean. These specimens and artifacts became part of the Smithsonian collections, as did those collected by several military and civilian surveys of the American West, including the Mexican Boundary Survey and Pacific Railroad Surveys, which assembled many Native American artifacts and natural history specimens.



Brand Timeline _





_Is established by the us Gov.

_It is construction begins.

_It is official opening.



>>> >>>





1976 _The national air and space museum

>>> 1985—2019




_The Smithsonian latino center

_The National postal Museum

_The national museum of the American Indian

Brand History I New Vision I Personas I Competitors

1881 _The arts and industries building




_The national zoological park

_The national museum of natural history

_The Langley gold medal is authorzed





_The national museum of African art

_The museum of history and technology

_The James Smithson medal is established

_The Smithsonian American art museum





_The 1st capital fundraising campaign undertaken

_The 1st overseas exhibition space announced

_The national museum of

_It is 172nd anniversary

African American history and culture




Our Past _

For more than 171 years, the name “Smithsonian� has embodied American excellence in museum collections, scholarship, education, and historic, artistic, and scientific exploration. Smithsonian have become an increasingly international institution, and the museums, research centers, and educational divisions have forged their own strong identities.

RESEARCH Smithsonian create knowledge through high-impact research in science, art, history, and culture.

NATIONAL COLLECTIONS Smithsonian preserve our national and natural heritage, as well as aspects of other cultures, by caring for and expanding the National Collections.

PUBLIC ENGAGEMENT Smithsonian share knowledge and engage with the public on-site, online, and across the nation and world through compelling exhibitions, educational programs, and media products.

Brand History I New Vision I Personas I Competitors



02 New Vision New mission _ Brand Visualization _




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.

Brand History I New Vision I Personas I Competitors




Brand Visualization _

The community has been a century of history since the founded, during this period, Smithsonian have accomplished very great work. At one time, the size and importance of the collection was the key consideration. Today, public engagement is a core function of museums. Smithsonian must remain relevant to a contemporary audience while upholding a mission to preserve human culture for posterity. The challenges and opportunities that come with the life-style of new generation. And that means encourage people to join the community learn and explore knowledge by a younger, more diverse way.

CREATE We inspire potential and confidence in our audience.

ENJOY We reflect an understanding of audience needs and interests.

LEARN We stay true to the Smithsonian’s purpose to increase and diffuse knowledge.

Brand History I New Vision I Personas I Competitors



03 Personas Future Audience _ Personas (Insider) _ Personas (outsider)




Future Audience _

An audience-first approach allows us to segment audiences based on behavioral patterns and cultural interest. The more we know about our audience, the better we can fulfill their needs. Our audience actively pursue life and place a high value on their free time. They are open to different experiences, cultures, and idea, and their cultural consumption is broad and frequent, making them one of the most highly culturally active segments. Depend on the potential development of the branding. The general characteristics of our audience: Under the age of 40, Educated. They fall into three main categories: Students, young professionals, novice parents.

_three main categories


Brand History I New Vision I Personas I Competitors




Personas _


KERRY Age 22 Female Single Student Boston

1. She is a Senior Student of biology, Will soon face graduation. 2. She have maintained the good life and the diet custom, She likes a lot of healthy food. 3. Self-regard, in other words, she made herself happy by controlling herself. 4. She has a 16 years old younger brother, live with her in the same city. cause their studies, and they often went to the museum together. 5. Planning to apply to graduate school, she has no idea of the paper topic. 6. Confronted with severe job situation, suffering both from economic burdens and academic pressures, She tends to change greatly on her values of employment and feel puzzled on their mind.

Brand History I New Vision I Personas I Competitors


TOM Age 21 Male Single Student Miami

1. Sophomore year of Engineering student. 2. He is consumed with a curiosity of the world. 3. He is a sociable person. Often going out with friends and having a beer or some night snack or just hanging out at night. 4. He likes to follow the trendy product. He bought a new GoPro for the road trip. He drove the car across the USA with his friends last summer. 5. He likes playing games with friends. Online game, XBOX, Switch. 6. He often goes to film with a different girl, and girl enjoyed it. He is very humorous and energetic. He likes making people laugh. 7. He is always scrolling through social media before sleep.



Personas _


NICK Age: 28 Male Single Technology Company Employee San Francisco

1. He is young employees in enterprises who begin to work. 2. To sleep longer in the morning, he renting a house near the company, riding or walking to work every day. 3. always went running in a park every weekend morning and got chatting to another runner there. 4. Watching a movie with friends and cooking during the weekend. 5. Since he entered college, he kept writing something in his journal. 6. He pays attention to dress up, but more pay attention at quality, not fashion. 7. always buy smart products for his life. He firmly believes that technology making man lives better and more comfortable.

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VINNIE Age 36 Female Single Event Planner New York

1. PR event planner. She works for an event agency and is in charge of organizing meet and events. 2. She needs to face professionals from different occupations all over the world. 3. She is running around on a lot of conferences. Make time to socialize with people to develop business. 4. Besides work she also has a significant role in greeting guests to set up good client relations. 5. Simultaneously, she as a content creator for new media. She needs to keep reading get inspiration and topic. 6. Personally, she like humanities and the Arts. She plans to journeys to Africa next years. 7. She has a boyfriend right now, but she doesn’t want to get married. soon, She wants to be a mother by adopting new technology.



Personas _


TR ANE Age: 38 Male Married Industrial designer Seattle

1. He worked in the footwear industry for a long time. 2. He uses Dell PC and drives a white Ford SUV. 3. He likes outdoor activities with his wife and two kids in free time. 4. The “Mysterious Island� was a favorite book of him as a child. He thinks people would have to have quite the scientific mind to understand whether the works of Cyrus Harding were even possible. 5. Often visits museums and art galleries to experience the rich history and culture around him. 6. Enjoys reading book when he was fishing, Smithsonian is one of the few magazines to which he subscribes. 7. Enjoys a discussion with his colleagues' various topics, especially in sports.

Brand History I New Vision I Personas I Competitors


LIN Age 30 Female Married Novice Mother Los Angeles

1. New mothers have a three-month-old baby to take care of. 2. She meets her husband in Tokyo. After they got married, she just immigrant to this country. 3. She hope to integrate living here fully, she often watched American television shows before being pregnant. 4. She likes to watch national geographic and travel, but She used to be very busy with her work. 5. When the baby grows up, She wants to travel with a baby and her husband.



Personas _


NANC Y Age: 40 Female Married Work From Home Chicago

1. Kelly lives with her husband and cares for two children in the townhouse. 2. A former journalist. She won't spend more time with her family, after the birth of her third child, she becomes a freelance writer. 3. Her husband was busy, so the family doesn't often have weekend activity. 4. Children are growing up, and she pays more and more attention to their children's education. 5. She hopes children can thrive and get them a better education. 6. She often keeps touch with her former colleagues, also be involved in community events.

Brand History I New Vision I Personas I Competitors


JOHN Age 55 Male Widower Financier New York

1. A successful businessman. 2. He is a perfectionist and believes in always keeping busy. 3. He has a fragile boundary between home life and work life. 4. When he goes out, He is the first class custom of flying, staying in a five-star hotel 5. Watches the news morning and night to stay up to date with the things happening around the world. 6. He only eats foods that are healthy, even organic. 7. His wife passed away a few years ago. his son works in a foreign country.


04 Competitors Current Competitors _ Adjacent Competitors _ Aspirational Competitors _




Current Competitors _

To a museum professional, a museum might be seen as a way to educate the public about the museum's mission. There are many types of museums. The breadth and depth of Many of these are the world's largest and most visited museums. They are located in major cities throughout the world.

Louvre Museum (Paris) Collection, Scale, Historical Significance, Reputation. The Louvre is the world's largest art museum and a historic monument in Paris, France. The Louvre exhibits sculptures, objets d'art, paintings, drawings, and archaeological finds. In 2018, the Louvre was the world's most visited art museum, receiving 10.2 million visitors. Averaging 15,000 visitors per day, 65 percent of whom are foreign tourists.

British Museum (London) Collection, Scale, Reputation. The British Museum, located in the Bloomsbury area of London, in the United Kingdom, is a public institution dedicated to human history, art and culture. It is the first national public museum in the world. Its permanent collection numbers some 8 million works.

Metropolitan Museum of Art (New York City) Collection, Scale, Reputation, Geographical Location. The Metropolitan Museum of Art of New York City, colloquially "the Met", is the largest art museum in the United States. The Metropolitan Museum of Art was founded in 1870 With 7.3 million visitors to its three locations in 2016, it was the fourth most visited art

museum in the world, and the fifth most visited museum of any kind. Its permanent collection contains over two million works, divided among seventeen curatorial department.

Hermitage Museum (Saint Petersburg) Collection, Scale, Historical Significance. The State Hermitage Museum is a museum of art and culture in Saint Petersburg, Russia. The second-largest art museum in the world, it was founded in 1764. It has been open to the public since 1852. Its collections, of which only a small part is on permanent display, comprise over three million items.

Vatican Museums (Vatican City) Collection, Scale, Historical Significance. The Vatican Museums are Christian and art museums located within the city boundaries of the Vatican City. It is one of the largest museums in the world. They display works from the immense collection amassed by popes throughout the centuries including several of the most renowned Roman sculptures and most important masterpieces of Renaissance art in the world. The museums contain roughly 70,000 works, of which 20,000 are on display.

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National Museum of China (Beijing)

Museum of Modern Art (New York City)

Collection, Scale, Population. The National Museum of China flanks the eastern side of Tiananmen Square in Beijing, China. It is one of the largest museums in the world, and with over eight million visitors in 2017, the National Museum of China was the second-most visited art museum in the world, just after the Louvre. The museum, covering Chinese history from the Yuanmou Man of 1.7 million years ago to the end of the Qing Dynasty (the last imperial dynasty in Chinese history), has a permanent collection of 1,050,000 items.

Geographical Location And Scale. MoMA plays a major role in developing and collecting modernist art, and is often identified as one of the largest and most influential museums of modern art in the world.

American Museum of Natural History (New York City) Academic Researc, Geographical Location And Scale. The American Museum of Natural History, is one of the largest natural history museums in the world. the museum complex comprises 28 interconnected buildings housing 45 permanent exhibition halls, in addition to a planetarium and a library. The museum collections contain over 33 million specimens of plants, animals, fossils, minerals, rocks, meteorites, human remains, and human cultural artifacts. The museum has a full-time scientific staff of 225, sponsors over 120 special field expeditions each year.

National Gallery of Art (Washington, D.C.) Geographical Location And Scale. Open to the public and free of charge, the museum was privately established in 1937 for the American people by a joint resolution of the United States Congress. The Gallery often presents temporary special exhibitions spanning the world and the history of art. It is one of the largest museums in North America.

Tate Modern (London) Collection, Scale. It is Britain's national gallery of international modern art and forms part of the Tate group. Tate holds the national collection of British art from 1900 to the present day and international modern and contemporary art. Tate Modern is one of the largest museums of modern and contemporary art in the wor



Adjacent Competitors _

Besides bearing the function of education and research. From a visitor or community perspective, the purpose can also depend on one's point of view. A trip to a local history museum or large city art museum can be an entertaining and enlightening way to spend the day. There are some tourist landmarks, historic site, and local activities.

The Kennedy Center (Washington, D.C.)

The National Mall

The John F. Kennedy Center for the Performing Arts is home to the National Symphony Orchestra, the Washington National Opera, and the Washington Ballet. The Kennedy Center Honors are awarded each year to those in the performing arts who have contributed greatly to the cultural life of the United States.

National Historic Landmarks. The National Mall is a large, open park in downtown Washington between the Lincoln Memorial and the United States Capitol. It receives approximately 6 million visits annually.

White House Washington's Black Broadway (Washington, D.C.) The U Street Corridor in Northwest D.C. , known as "Washington's Black Broadway", is home to institutions like the Howard Theatre, Bohemian Caverns, and the Lincoln Theatre, which hosted music legends. Washington has its own native music genre called go-go. The District is an important center for indie culture and music in the United States.

Tourist landmarks. The White House is the official residence and workplace of the President of the United States.

ARTECHOUSE (Washington, D.C.) ARTECHOUSE is an American innovative art space and destination for immersive and interactive art exhibitions. At ARTECHOUSE, visitors are offered an interactive experience, in which participation is not only allowed, but encouraged.

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Kreeger Museum (Washington, D.C.)


DC arts and cultural community. Designed in 1963 by Pritzker Prize winning architect Philip Johnson with Richard Foster, the Kreeger residence was built on five and a half wooded acres. The Sculpture Garden and The Kreeger Woods, extensions of the Museum, expand the outdoor exhibition space and afford visitors additional opportunities to experience art in a natural setting.

The CitySights DC buses afford people the best views and the best pictures of the nation's capitol. 41 stops along the route allow you to spend time and explore sights, attraction, museums, galleries, neighborhoods, restaurants and cafes of your interest. 41 stops along the route allow you to spend time and explore sights, attraction, museums, galleries, neighborhoods, restaurants and cafes of your interest.

Library of Congress he Library of Congress is the research library that officially serves the United States Congress and is the de facto national library of the United States. It is the oldest federal cultural institution in the United States.

AMC Theatres AMC Theatres is the largest movie theater chain in the world.

The National Geographic Society The National Geographic Society, headquartered in Washington, D.C., United States, is one of the largest non-profit scientific and educational organizations in the world. In partnership with 21st Century Fox, the Society operates the magazine, TV channels, a website, worldwide events, and other media operations.



Aspirational Competitors _

Shaping the future by preserving human’s heritage, discovering new knowledge, and sharing the resources with the world. Museums are, above all, storehouses of knowledge. There are some new technology company, media company, global organization.


Vice Media

The United Nations Educational, Scientific and

Vice Media LLC is a Canadian digital media and broadcasting company. Vice expanded primarily into youth and young adult–focused digital media, including online content verticals and related web series, the news division Vice News, a film production studio, and a record label among other properties. a poster child for new-media success—especially when it comes to attracting a valuable millennial audience.

Cultural Organization is a specialized agency of the United Nations (UN) based in Paris. UNESCO's aim is "to contribute to the building of peace, the eradication of poverty, sustainable development and intercultural dialogue through education, the sciences, culture, communication and information".

NASA Discovery Channel Discovery Channel is an American pay television television network and flagship channel. It initially provided documentary television programming focused primarily on popular science, technology, and history, but by the 2010s had expanded into reality television and pseudo-scientific entertainment. it also features documentaries specifically aimed at families and younger audiences.

The National Aeronautics and Space Administration is an independent agency of the United States Federal Government responsible for the civilian space program, as well as aeronautics and aerospace research. The new agency was to have a distinctly civilian orientation, encouraging peaceful applications in space science.

Netflix Netflix has greatly expanded the production and distribution of both film and television series since 2012, and offers a variety of "Netflix Original" content through its online library

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Oracle, Inc. is an American cloudbased software company headquartered. sells a complementary suite of enterprise applications focused on customer service, marketing automation, analytics and application development.

Oracle Corporation is an American multinational computer technology corporation headquartered in Redwood Shores, California. The company specializes primarily in developing and marketing database software and technology, cloud engineered systems, and enterprise software products — particularly its own brands of database management systems.

Dropbox Dropbox is a file hosting service. Dropbox uses a freemium business model, where users are offered a free account with a set storage size, with paid subscriptions available that offer more capacity and additional features.

DeepMind DeepMind Technologies is a British artificial intelligence company founded in September 2010. Acquired by Google in 2014. The company has created a neural network that learns how to play video games in a fashion similar to that of humans. AlphaGo program beat a human professional Go player Lee Sedol, the world champion, in a five-game match.

Oculus VR Oculus VR is an American technology company. It specializes in virtual reality hardware and software products. This immersive environment can be similar to the real world or it can be fantastical.




VOL.1 VISUAL STRATEGY 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

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Smithsonian--THE VISUAL STRATEGY GUIDE (Student Project )  

This book is a non-commercial project for educational purposes and in not intended to represent the Smithsonian.

Smithsonian--THE VISUAL STRATEGY GUIDE (Student Project )  

This book is a non-commercial project for educational purposes and in not intended to represent the Smithsonian.

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