Typography
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Typography is essential to the Australian Museum’s brand. It should be functional and clearly communicate its message. It should also reflect the tone to further enhance the message.
Typeface
Apercu is the typeface for AM marketing and communications. It’s a contemporary sans-serif typeface with a variety of weights. It has the ability to convey excitement and curiosity or calm and seriousness.
Alternate fonts
Arial is the system font alternative. It should only be used for internal communications when the brand typeface is unavailable. All external communications and promotions must use Apercu.
Hierarchy
The hierarchy of typography is important to achieving effective communication. Below is a style guide to achieving the desired look and feel. Use as a guide and adapt when appropriate.
This a guide to achieving the desired look and feel for AM typography
Image: AM Design Studio© AM Design Studio
Examples
