On this page...
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.
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.
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.
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.
The main heading and the accompanying imagery are the main focal point of communication.
There are two options for main headings.
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
Use an appropriate size that will balance the layout. The main heading and the imagery should remain the focal point of the design.
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.
Font size: 2x body copy
Font size: same as body copy
(Medium to help legibility)
For large amounts of copy in print e.g. reports and newsletters
Font size: 8.5pt
For short paragraphs e.g. posters and signage
Font size: use a suitable size
Leading: 130%/1.3x font size
Font size: these have been set in the templates. For non-standard layouts match the nearest template size.
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.
For credits to sponsors and partnerships
Apercu Bold, all caps
Font size: min 5.5pt