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New Logo for Australian Museum by 303LOWE



Noted Aug. 26, 2015 by Armin

Industry / Culture Tags /


(Est. 1872) “The Australian Museum is the oldest museum in Australia, with an international reputation in the fields of natural history and anthropology. It features collections of vertebrate and invertebrate zoology, as well as mineralogy, palaeontology, and anthropology. Apart from exhibitions, the museum is also involved in indigenous studies research and community programs.” (Wikipedia)

Design by

303LOWE (Sydney)

Related links

Australian Museum press release

Relevant quote
"The new branding positions the Australian Museum for the future — it is contemporary yet reflects the zig-zag pattern found on many of the Museum's cultural and natural science collections from Australia and the Pacific," Kim McKay AO, Executive Director and CEO of the AM said.

"It also reflects the 'zig-zag' glass pleats of the new Crystal Hall entrance and is an effective way to communicate our history and vision," she said.

Australian Museum press release

Images (opinion after)
New Logo for Australian Museum by 303LOWE
Logo detail.
Logo in 1-color at the Eureka Prizes.

The old logo was cute with its… hedgehog-y animal thing that hinted that this logo was about nature and anthropology. The new logo is a little more ambiguous and less direct but if you look at the museum's current photo stream on Facebook you'll see it's a motif that's very evident across various artifacts and paintings shown in their collection. It also makes an "AM" monogram that's best readable in the 2-color version but even in the 1-color (shown below) it works nicely as a quick identifier. The wordmark could be a little more interesting but, hey, it works. Overall, a nice, abstract evolution.

Thanks to Branding Source for the tip.

Your opinion…

On Monogram


On Wordmark



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