Inspired by science, nature and cultural collections, the colour palette represents the work of the Australian Museum.

Keypoints


  1. AM colour palettes are core, neutral and secondary

    This ensures the AM Core Masterbrand will remain impactful whilst allowing the opportunity of flexibility.

  2. Usage of colour palettes is based on the AM brand architecture

    Core and neutral colours are the preferred palettes. The Secondary palette is an additional palette for promotional use only. When choosing the correct palette, you need to understand our brand architecture.

  3. The message is priority

    Use of the secondary palette allows a myriad of combinations. However colour should not detract from the message. Refer to Combining Colours




How to use the AM colour palettes

The AM colour palette system is designed to maintain brand integrity whilst allowing for flexibility.

Colour palette application is based on the AM brand architecture (see image below).

A general rule of thumb is to consider the message of the application:

  • If the communication is from the AM as an organisation only the core and neutral palette should be used eg. internal signage, media release and visitor information.
  • If the communication is to promote a specific exhibition, program or event the secondary palette can be used instead of, or in addition to the core and neutral palette.



Core Palette

The core colour palette is the preferred palette to be used for communications from the AM. They can be used with the neutral palette or the secondary palette.


AM Core Colour Palette

AM Core colour palette

Image: AM Design Studio
© AM Design Studio

  • AM Red colour
  • AM Orange colour

Neutral Palette

The neutral palette can be used to help unify and complement colours from the core and secondary palettes.


AM Neutral Colour Palette

AM Neutral colour palette

Image: AM Design Studio
© AM Design Studio

  • AM Black colour
  • AM Cool Grey Colour
  • AM Warm Grey Colour

Inspiration for AM Neutral Colours
Inspiration for AM Neutral Colours Image: AM Design Studio
© AM Design Studio


Secondary Palette

The secondary palette can be used for applications that require more flexibility.

The use of the secondary palette allows a myriad of combinations, each creating their own look and feel.


See above section How to use palettes for further details

AM Secondary Colour Palette
AM Secondary Colour Palette Image: AM Design Studio
© AM Design Studio

  • AM Cockatoo (Yellow) Colour
  • AM Eucalyptus (Green) Colour
  • AM Saltwater (Turquoise)
  • AM Bluebottle (Blue) Colour
  • AM Amethyst (Purple) Colour

Inspiration for Cockatoo Yellow

Inspiration for Cockatoo Yellow

Image: AM Design
© AM Design

Inspiration for Eucalyptus Green

Inspiration for Eucalyptus Green

Image: AM Design
© AM Design

Inspiration for Saltwater Aqua

Inspiration for Saltwater Aqua

Image: AM Design
© AM Design

Inspiration for Bluebottle Blue

Inspiration for Bluebottle Blue

Image: AM Design
© AM Design

Inspiration for Amethyst (purple)

Inspiration for Amethyst Purple

Image: AM Design
© AM Design



Combining Colours

Considerations when combining colours:

  • Number of colours — only two to three colours should be used
  • Tone — is the messaging exciting or serious? Colour will play a role in communicating an emotional reaction.
  • Contrast vs Monotone — consider whether the messaging requires visual impact or a softer approach.
  • Legibility — is the application of colour affecting the legibility of the design? Ensure there is enough tonal contrast to avoid jarring colours and consider using tints.

Below are some examples of how colours can be combined.


Bright and energetic


Colour Combination — Bright and Energetic

Bright and energetic

Image: AM Design Studio
© AM Design Studio

Warm and earthy


Colour Combination — Warm and Earthy

Warm and earthy

Image: AM Design Studio
© AM Design Studio

Calm and sophisticated


Colour combination — Calm and Sophisticated

Calm and sophisticated

Image: AM Design Studio
© AM Design Studio