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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.


  • Apercu Regular
  • Apercu Medium
  • Apercu Bold
  • Apercu Black

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.


Typographic hierarchy

This a guide to achieving the desired look and feel for AM typography

Image: AM Design Studio
© AM Design Studio

The main heading and the accompanying imagery are the main focal point of communication.

Style options

There are two options for main headings.


Main heading options

Options for main headings

Image: AM Design
© AM Design

Option 1: Title Casing
Apercu Black / Leading: 110% font size / Align: Left

Option 2: All Caps
Apercu Black / Leading: 110% font size / Tracking: 100 / Align: Left


Font size

Use an appropriate size that will balance the layout. The main heading and the imagery should remain the focal point of the design.


Underline

Underline is only applied to the last line of the heading. Use the same unit of measurement as the font size i.e. point or pixels

Colour: Same as text / Weight: 10% font size / Offset: 20–30% font size. Underline should not touch descenders.


Subheadings Level 1

Example of subheading level 1

Image: AM Design
© AM Design

Apercu Black
Font size: 2x body copy
Align: Left
No underline


Subheadings level 2

Example of subheading level 2

Image: AM Design
© AM Design

Apercu Black
Font size: same as body copy
Align: Left
No underline


Body copy

Example of body copy

Image: AM Design
© AM Design

Apercu Regular
(Medium to help legibility)
Align: Left

Long form

For large amounts of copy in print e.g. reports and newsletters
Font size: 8.5pt
Leading: 11.5pt

Short form

For short paragraphs e.g. posters and signage
Font size: use a suitable size
Leading: 130%/1.3x font size


Descriptor

Example of the descriptor

Image: AM Design
© AM Design

Apercu Bold
Align: Left
Font size: these have been set in the templates. For non-standard layouts match the nearest template size.

Underline

Underline is only applied to the last line of the text. Use the same unit of measurement as the font size i.e. point or pixels

Colour: Same as text / Weight: 15% font size / Offset: 20–30% font size. Underline should not touch descenders.



Type styling for credit labels

Example of the credit labels

Image: AM Design
© AM Design

For credits to sponsors and partnerships

Apercu Bold, all caps
Font size: min 5.5pt
Leading: 120%/1.2x
Tracking: 75
Align: Left




Examples