SYDNEY.- The Australian Museum, the nation’s first museum, has revealed its new brand signifying a new era for the 188-year-old institution. Designed by the AM’s partner agency, 303Lowe, the new brand comprises the logo – a contemporary three peak ‘zig-zag’ design, spelling out the letters ‘AM’, featuring red and ochre earth tones of Australia; a new visual identity and re-focussed communications.

Launched to coincide with the opening in September of the AM’s Crystal Hall entrance and Wild Planet gallery - the first permanent exhibition space to be added at the AM in 50 years, - along with the newly refurbished First Australians galleries, the new logo also features on the Museum’s historic and modern buildings in its prime city location at 1 William Street, Sydney.

“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.

Therese Leuver, art director and designer from 303Lowe said, “A zig-zag continues, it moves in all directions and takes form in fossils, artefacts, animal prints and rock and mineral textures. It appears as tracks across the sand of deserts and in nature’s patterns of chaos. It is a metaphor: a heartbeat, a living museum.”

An Australian Museum retail range for its new AM Store has also been created to highlight both its new and long-standing exhibitions: A box of crystals echoes the AM’s extensive minerals collection – one of the finest in the world – and celebrates the opening of Crystal Hall; a homewares range uses native Australian materials; and a tin carry case full of animals enables children to build their own Wild Planet at home. Proceeds from sales in the store help fund the Australian Museum’s science research, education and exhibition programs.

The Australian Museum, one of the most trusted brands in the nation, is relied upon for authenticity, knowledge and integrity. Its renewed identity propels the AM to the forefront of contemporary Australia, establishing it as a dynamic source of information, inspiration and wonder.