Pattern

A bespoke pattern device has been developed to form part of the Australian Museum's core identity system. The pattern creates an instant visual cue across all communications, working to align and support the masterbrand.

The brand pattern should be incorporated into all communications consistently. There is flexibility within the system to ensure the pattern works seamlessly across all content and communication types.

Below outlines how the brand pattern was designed and how to use it. Downloadable assets and examples of the pattern are also included.

A standardised pattern has been created for use on all AM branded communications. The pattern acts as an extension of the logomark and is a recognisable element of our identity system.

Pattern have been created that synergise with the core identity system and do not complete or overpower content. The brand pattern should always remain recognisable as belonging to the AM.

While designed as a single graphic element, the master brand pattern is not intended be displayed in full on a single layout, rather crops of the pattern are to be used, allowing for variation and flexibility in the identity system.

The master brand pattern can be scaled, edited and rotated to suit the required application. Content heavy layouts can feature less of the pattern while simple layouts can feature pattern rich designs.

To ensure consistently the pattern should be scaled so that 6-8 units fit along the longest edge of the media. Each peak is classified as 1 unit. The pattern should only ever be rotated 90˚ from its original register to ensure visual alignment.

Avoid overlapping the pattern with any logos. The pattern should complement and not distract from the content. If necessary, individual parts of the pattern can be deleted or moved to suit the layout.

The brand pattern can be applied in any combination of brand colours, including the tints. To limit the creation of non-AM colours, avoid using transparencies on solid colours.

The brand pattern can work with photography, illustration or stand alone as a design treatment however it doesn't interplay with these elements, it either sits behind or in front.