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Smithsonian identity guidelines

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This website captures the essence of the Smithsonian brand.

Our brand is how the world sees, talks about, and experiences the Smithsonian. Our public image is the sum of all impressions made in the media, advertising, wayfinding, stationery, web, social media, video, animation, and all other communications.

A strong identity captures the essence of an organization’s purpose. A well-branded institution projects a unified character that effectively reinforces its various activities.

Use this guide to inform what we do and say, express how we look and speak, and, most importantly, remember why we do it.

Our Vision

We aspire to:

Build on the Smithsonian’s unique strengths to engage and inspire more people where they are and with greater impact.

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Our Mission

We work for:

The increase and diffusion of knowledge.

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