New logo, new era
Australian Museum, A New Era
Australia’s first museum is entering a new era.
The Australian Museum’s spectacular new contemporary glass entrance, Crystal Hall, leads visitors into a transformed ground floor that includes Wild Planet – the first new permanent gallery in 50 years; the refurbished First Australians galleries; and a rejuvenated Atrium and Museum Store. On Level 2 you will discover the recently-opened Pacific Spirit gallery highlighting our world-renowned Pacific collection. And on Level 4, the Rooftop Café offers snacks, great coffee and lunch all day long with sweeping views over Hyde Park to Sydney Harbour.
As part of this renewal we are excited to reveal our new logo and brand identity that will take the Australian Museum in to the future. The zig-zag of the AM logo can be found throughout our cultural and natural history collections, as well as in the façade of Crystal Hall, while the deep ochre and orange of outback Australia is highlighted in the colour palette.
We’re very excited that the AM’s transformation brings our science research to the fore, with many examples of current initiatives now on the floor of the Museum. These changes reflect a global shift in how museums engage with visitors. Today we celebrate an active conversation with our audience both in the building and online, a lively discourse on biodiversity and the impacts of climate change, and inspiring, hands-on exhibition design.
It’s time to come back to the Australian Museum. And with Kids Free*, I hope you’ll join us to take a look at our transformation soon.
The three-peaked zig-zag was selected as it combines the initials ‘AM’ and evokes repeated motifs within the Museum. The zig-zag may be observed painted and carved on the Pukumani Poles and shields displayed in the First Australians galleries; in animal prints and the serrated teeth of our saltwater crocodile and T-Rex; and in the jagged landscapes of minerals and crystals. It is also present in the diamond-shaped glass pleats of the new Crystal Hall façade. The logo’s colour palette is inspired by the natural vibrancy of the Red Centre, unique to Australia. Here the zig-zag and the palette are combined in patterns caused by wind and animal tracks in the ochre desert sands.
Kim McKay AO, Executive Director & CEO
*Kids under 16 now gain free general admission