Pattern
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Derived from the shapes within the Australian Museum logo, the pattern is a key element of the AM brand. It allows for visual consistency between motion content, whilst framing typography, imagery, and footage in a graphic way.
The brand pattern can be used as a background, a transparent overlay, or a transition between content.
Backgrounds
1. Draw On
A subtle background that pairs well with longer written content, such as descriptions and definitions.
1.1 Serious
- Slow with ambient movement
- Neutral colours or AM core colours
- Fewer shapes (to draw attention to written content)
1.2 Neutral
- Smooth with simple movement
- AM core colours
- Medium amount of shapes
1.3 Exciting
- Fast with dynamic movement
- Secondary colours/contrasting colours
- More shapes (to create visual impact)
2. Chevron
A versatile background that works best with short written content, such as subheadings and prompts.
2.1 Serious
- Slow with ambient movement
- Neutral colours or AM core colours
- Fewer shapes (to draw attention to written content)
2.2 Neutral
- Smooth with simple movement
- AM core colours
- Medium amount of shapes
2.3 Exciting
- Fast with dynamic movement
- Secondary colours/contrasting colours
- More shapes (to create visual impact)
3. Parallax
A dynamic background that is great for engaging the viewer. It’s suitable for introductory content, such as title frames and short ad sequences.
3.1 Serious
- Slow with ambient movement
- Neutral colours or AM core colours
- Fewer shapes (to draw attention to written content)
3.2 Neutral
- Smooth with simple movement
- AM core colours
- Medium amount of shapes
3.3 Exciting
- Fast with dynamic movement
- Secondary colours/contrasting colours
- More shapes (to create visual impact)
Transparent Overlay
The pattern background animations may also be applied over footage and imagery as a transparent overlay.
