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GUIDELINES FOR CORPORATE NAMING

Mr. Adams introduced the following draft guidelines for corporate naming with the thought that the Smithsonian will increasingly need to deal with the question of naming galleries and other facilities in recognition of corporate support if the Institution is to be successful in its pursuit of contributed support. At the same time, one needs to recognize the inconsistencies in the unconstrained application of corporate names in the context of the national museums. These guidelines were drafted as a means of providing the Regents with some degree of rationality into facing decisions on the appropriate recognition for corporate donations. The Secretary introduced at the outset the broad parameters of a corporate offer to assist with the renovation of a Smithsonian exhibition gallery, and, without ever being resolved, this proposal to name a facility for the individual who founded the company served as a useful point of departure for a wide-ranging discussion about a number of issues relating to corporate naming.

A variety of suggestions emanated from this discussion. It was observed, for instance, that the suggested imposition of a "good name clause" should be given more structure so as to minimize the potential impact of ephemeral public opinion. While it was pointed out that corporate naming should be considered only in recognition of the most outstanding contributions, it was also observed that commercial implications of a corporate affiliation should be avoided.

Several additional suggestions were made for the further refinement of these draft guidelines, and the Secretary agreed to bring back to the September 1991 meeting of the Board of Regents a set of revised guidelines reflecting this discussion. The following motion was suggested, twice amended, and approved: