Victoria

🔗 Connections

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Public sector Tourism

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Brand Guidelines

2018

Brand Summary

Mission

We create knowledge and experiences that help us make sense of the world. We exchange stories about culture, history and science and fearlessly discuss the big questions of life. We collect traces of time and place that allow us to connect the past, present and future. We make captivating physical and virtual spaces that open minds and hearts [^1].

Core Values

Ambitious
Responsive
Inclusive
Wise
Curious
Brave
Open Minded
Respectful
Fun
Universal
Inquisitive
Creative
Empathetic
Equitable
Nurturing

Target Audience

The brand targets a diverse audience segmented by motivational needs, including Easy Going, Connected, Obligated, Informed, Curious, and Elite groups, each with distinct preferences for social connection, immersive experiences, emotional engagement, intellectual enrichment, and achievement [^2].

Personality Traits

The Wise Visionary
The Courageous Leader
The Playful Creator
The Warm Connector
Compassionate
Dedicated
Contextually expressing unconventional thinking and change

Visual Identity Overview

The visual identity is bold, flexible, and consistent, using bright and expressive color palettes, clean and minimalistic layouts, iconic symbols, and clear logo lockups. Imagery is simple, energetic, and diverse, reflecting the brand’s values and experiences. Typography is led by Circular Std for headings and Source Sans Pro for body text, ensuring clarity and legibility across all collateral [^3].

Categories

Brand Voice

Our personality can influence the voice, tone and how we behave. It conjures up imagery of our brand’s attitude and offers a glimpse into our spirit and soul.
The brand personality should be referred to for the tone, voice and behaviour of our interactions with our visitors.
The Wise Visionary – expanding peoples’ consciousness, making the ordinary extraordinary, leaving people in amazement and wonder
The Courageous Leader – determined to improve the world
The Playful Creator – contextually expressing unconventional thinking and change
The Warm Connector - compassionate and dedicated, who creates a safe place for courageous ideas and the sharing of stories.

Brand Imagery

Our iconic Museums Victoria mark is a flexible element that can be used in a variety of ways. a) The symbol can be used as a standalone element as long as the MV logo occurs elsewhere on the collateral. Use the symbol as a positive against a pale background or reversed out of a dark colour b) Use the symbol vertically or horizontally. c) The symbol can be used as a graphic element against colours or imagery. Note: this treatment not to be used in logo lock ups or marketing communications. d) Imagery can be used within the symbol as a graphic element. Note: this treatment not to be used in logo lock ups or marketing communications.
Please ensure that you always credit the photo with source and photographer and follow the correct licensing arrangements where required.
When people are used the imagery, we should always represent the diversity of our audiences in terms of age, gender and ethnicity.
Stylistically, the imagery is simple and bold and has a strong sense of the energy and life that you’d expect to find in one of our Museums. The images should also reflect the values and experiences we want our visitors to enjoy at each of our museums.

Color Palette

The Museums Victoria brand colours are bright, bold and express the personality of each venue.
They should be used consistently across print and digital.
These colours are used as the consistent public facing colour representations of our Brands.
Exhibition and marketing campaign colour palettes may be developed independently of this chart.
Museums Victoria Gold doesn’t meet AA accessibility requirements with white, so should be used with Midnight or Black only.
The following tints are available for use with the umbrella brand.
MV Midnight 20%: C 24 | M 16 | Y 9 | K 0 R 193 | G 201 | B 214 #c1c9d6
MV Gold Accent 20%: C 5 | M 5 | Y 13 | K 0 R 241 | G 236 | B 221 #f1ecdd
MV Green Accent 20%: C 15 | M 3 | Y 20 | K 0 R 217 | G 229 | B 208 #d9e5d0
MV Midnight 60%: C 64 | M 46 | Y 32 | K 5 R 104 | G 123 | B 143 #697b9
MV Gold Accent 60%: C 13 | M 13 | Y 37 | K 0 R 222 | G 209 | B 168 #ded1a8
MV Green Accent 60%: C 44 | M 8 | Y 61 | K 0 R 150 | G 192 | B 133 #96c085
MV Midnight PRIMARY: C 50 | M 20 | Y 0 | K 80 R 36 | G 59 | B 80 #243b50
MV Gold Accent PRIMARY: C 22 | M 23 | Y 62 | K 0 R 203 | G 184 | B 121 #cbb879
MV Green Accent PRIMARY: C 73 | M 12 | Y 100 | K 1 R 76 | G 163 | B 47 #4ca32f
MV Midnight: C 89 | M 73 | Y 52 | K 55 R 26 | G 43 | B 59 #1a2b3b
MV Gold Accent: C 38 | M 41 | Y 92 | K 11 R 153 | G 131 | B 60 #99833c
MV Green Accent: C 84 | M 39 | Y 100 | K 38 R 26 | G 87 | B 20 #1a5714
The following tints are available for use for each venue.
Melbourne Museum 20%: C 15 | M 4 | Y 0 | K 0 R 212 | G 229 | B 246 #d4e4f5
Bunjilaka Aboriginal Cultural Centre 20%: C 17 | M 0 | Y 7 | K 0 R 210 | G 237 | B 236 #d2edec
Royal Exhibition Building 20%: C 18 | M 16 | Y 7 | K 0 R 205 | G 204 | B 218 #cdccda
Immigration Museum 20%: C 4 | M 21 | Y 17 | K 0 R 241 | G 205 | B 197 #f1cdc5
Scienceworks 20%: C 0 | M 12 | Y 14 | K 0 R 252 | G 226 | B 211 #fce2d3
Melbourne Planetarium 20%: C 59 | M 31 | Y 14 | K 0 R 110 | G 152 | B 186 #6e98ba
Melbourne Museum 60%: C 45 | M 14 | Y 0 | K 0 R 134 | G 187 | B 230 #86bbe5
Bunjilaka Aboriginal Cultural Centre 60%: C 51 | M 0 | Y 26 | K 0 R 120 | G 202 | B 197 #78cac5
Royal Exhibition Building 60%: C 54 | M 46 | Y 16 | K 0 R 128 | G 132 | B 170 #8084aa
Immigration Museum 60%: C 10 | M 62 | Y 50 | K 0 R 222 | G 125 | B 114 #de7d72
Scienceworks 60%: C 1 | M 39 | Y 53 | K 0 R 245 | G 169 | B 124 #f5a97c
Melbourne Planetarium 60%: C 59 | M 31 | Y 14 | K 0 R 110 | G 152 | B 186 #6e98ba
Melbourne Museum PRIMARY: C 75 | M 24 | Y 0 | K 0 R 28 | G 154 | B 214 #1c9ad6
Bunjilaka Aboriginal Cultural Centre PRIMARY: C 77 | M 12 | Y 44 | K 0 R 30 | G 166 | B 158 #1ea69e
Royal Exhibition Building PRIMARY: C 82 | M 74 | Y 23 | K 7 R 71 | G 82 | B 132 #475284
Immigration Museum PRIMARY: C 10 | M 100 | Y 80 | K 5 R 203 | G 23 | B 51 #cb1733
Scienceworks PRIMARY: C 2 | M 70 | Y 99 | K 0 R 238 | G 111 | B 36 #ee6f24
Melbourne Planetarium PRIMARY: C 98 | M 73 | Y 19 | K 4 R 14 | G 83 | B 140 #0e538c
Melbourne Museum: C 89 | M 52 | Y 22 | K 3 R 17 | G 110 | B 153 #116e99
Bunjilaka Aboriginal Cultural Centre: C 87 | M 36 | Y 57 | K 16 R 21 | G 115 | B 108 #15736c
Royal Exhibition Building: C 88 | M 80 | Y 42 | K 37 R 44 | G 51 | B 82 #2c3352
Immigration Museum: C 25 | M 100 | Y 84 | K 22 R 156 | G 22 | B 44 #9c162c
Scienceworks: C 20 | M 76 | Y 100 | K 9 R 186 | G 86 | B 28 #ba561c
Melbourne Planetarium: C 100 | M 80 | Y 40 | K 40 R 8 | G 48 | B 80 #083050
Venue tab colours are flexible and respond to creative, but must provide enough contrast so that text is legible. Only solid colours to be used (no transparency or gradients).
Do not recolour artwork in a way that reduces legibility. Ensure there is adequate contrast in light/dark values.
Ensure there is adequate contrast and prominence to the background.
It is preferred that colours outside the brand identity not be used. Exemptions are allowed for certain applications, such as merchandise or co-branding.
Do not use two different colours for the symbol.

Typography

Circular Std Headings / display text Example: Circular Std Black Circular Std Bold Circular Std Bold Italic
Source Sans Pro Body text Example: Source Sans Pro Bold Source Sans Pro Regular Source Sans Pro Light
Lead Typeface Circular Std Headings / display text Example: Circular Std Black Circular Std Bold Circular Std Bold Italic
Supporting Typeface Source Sans Pro Body text Example: Source Sans Pro Bold Source Sans Pro Regular Source Sans Pro Light
Our lead typeface is Circular. Use this for headings display text. Circular is available for purchase at: https://lineto.com/typefaces/ circular/
Our supporting typeface is Source Sans. Use this for all body text, excluding way finding and labels. Source Sans Pro is a free font and can be downloaded here: https://fonts.google.com/ specimen/Source+Sans+Pro
Where these fonts are not available the default font of Arial should be used.
Exhibitions may have their own typeface which can be used on campaign creative… please limit this to titles and key taglines and revert back to Source Sans Pro for improved legibility around details, dates etc. unless campaign typography is already very clear or clashes in style by being too similar.
Circular Std Light | Circular Std Light Italic Circular Std Medium | Circular Std Medium Italic Circular Std Bold | Circular Std Bold Italic Circular Std Black | Circular Std Black Italic
Source Sans Pro Extra Light | Source Sans Pro Extra Light Italic Source Sans Pro Light | Source Sans Pro Light Italic Source Sans Pro Regular | Source Sans Pro Regular Italic Source Sans Pro Semibold | Source Sans Pro Semibold Italic Source Sans Pro Bold | Source Sans Pro Bold Italic Source Sans Pro Black | Source Sans Pro Black Italic
Partner titles are typeset in all caps Source Sans Pro Semi bold.
Partner titles are black or white to match the logos.

Logo Usage

Horizontal logos are the preferred format
Vertical or stacked logos may be used when space does not accommodate the horizontal format
Single line logo lock ups are available for museum venues for limited use only (mostly merchandise)
Bunjilaka Aboriginal Cultural Centre and Melbourne Planetarium never appear as a single line lockup as they become too long.
When using the word mark and symbol together it forms the logo; a) The symbol and word mark can sit together vertically or horizontally.
The symbol should always sit above or to the left of the logotype.
Use the cap height of the logotype (x) to find the minimum clear space.
The minimum distance between the elements is the width of the E (y). The distance between the symbol and the logotype can increase as required.
Align word mark to the top of the symbol.
The minimum height of the logo is 5mm or 11.35mm if stacked.
The minimum height of the symbol is 4mm.
If you need to use the logo below minimum size, please reach out for approval.
When appearing with the Creative Victoria logo, the minimum size needs to make
For the baseplate, maintain the Creative Victoria minimum height of 11mm print or 48px digital wherever possible.
On smaller assets (AS, small assets) it may be necessary to decrease the size. Ensure legibility.
When using the word mark and symbol together; a) Do not separate the symbol and word mark beyond the prescribed lockup or use the word mark on its own.
Do not use the keyline version of the symbol.
Ensure there is adequate contrast and prominence.
Do not rotate or angle the symbol or logo unless to be vertical with the start of the word reading from top to bottom.
Do not distort, condense or stretch the symbol or logo.
Do not use the logo in a sentence.
Do not rotate the symbol within the logo lockup.
It is preferred that colours outside the brand identity not be used. Exemptions are allowed for certain applications, such as merchandise or co-branding.
Do not use two different colours for the symbol.
The symbol can be used as a standalone element as long as the MV logo occurs elsewhere on the collateral. Use the symbol as a positive against a pale background or reversed out of a dark colour
Use the symbol vertically or horizontally.
The symbol can be used as a graphic element against colours or imagery. Note: this treatment not to be used in logo lock ups or marketing communications.
Imagery can be used within the symbol as a graphic element. Note: this treatment not to be used in logo lock ups or marketing communications.

Tone And Messaging

The VIS is designed to be bold, flexible and consistent.
Brand is not just about the visual representation of our logo. It’s the very essence of who we are, our style and the way we do things.
Brands are living breathing entities and we bring them to life by ensuring that we have a clear reason for being and personality. By bringing our brand attributes to life through everything we do we ensure our visitors experience the very best of our brands at every touch point they have with us. And more importantly, understand who we are and what we stand for.
While we need to ensure ongoing brand consistency, our brand and purpose in society will need to change. Our brands should be continually evolving to reflect the plurality of world views, systems of knowledge and societal changes that shape our reason for being.
Our brand promise tells the world our purpose and directs our marketing and customer experience. It’s what our visitors should expect from us in terms of the tangible and the intangible benefits and experiences we provide.
It is a statement of how we want the customer to feel when they interact with us.
Our brand promise exists to provide focus and direction for each of our brands and answers the question of why our brands exist. The brand promise should also demonstrate the positive difference we aim to make in our visitors lives.
This brand promise should be used as a guide for your visitor interactions – it’s how we want the customer to feel when they interact with us. It is what our customers can expect to experience in every single interaction with us.
The heart and soul of who we are.
It contains the core characteristics that define us and is an intangible attribute that sets us apart from others. It is grounded in emotion and based on feelings.
Our brand essence is the sweet spot where the unique elements of our brand intersect. It will be a precise statement. It is the shortest, cleanest description pin pointing who we are.
This brand essence is the heart and soul of who we are. You too should exude this passion and help deliver on the essence within the visitor experience. It’s what differentiates us from others.
These stand at the core of our brand. They are the things that are important to us and determine our priorities. They drive behaviours and help us work towards our promise.
The brand’s values are at the core of our brand and should work alongside our organisational staff values on how we present ourselves to our external visitors.
Describes the traits that connect us to our visitors on an emotional level. Our essence.
Our personality can influence the voice, tone and how we behave. It conjures up imagery of our brand’s attitude and offers a glimpse into our spirit and soul.
The brand personality should be referred to for the tone, voice and behaviour of our interactions with our visitors.
These were used to create the Museums Victoria Brand Personalities and have been developed as a way of driving brand growth.
The compelling truths about us. They are the elements that we strive to deliver through every touchpoints that visitors have with us. These pillars are content based and show the things for which we want our brands to be known.
These pillars should be integrated into all content and marketing plans— they are the key branded points of discussion that should facilitate a two-way conversation with our visitors.
These are key branded points of discussion that visitors should get out of a trip to each of our Museums. Ideas on how these can be interwoven into existing tours, educational programs and discussions with visitors, should be considered.

Brand Values

Brand Values: Ambitious Responsive Inclusive Wise Curious
Brand Values: Brave Curious Open Minded Respectful
Brand Values: Fun Universal Inquisitive Creative
Brand Values: Empathetic Equitable Nurturing Inclusive
These stand at the core of our brand. They are the things that are important to us and determine our priorities. They drive behaviours and help us work towards our promise.
The brand’s values are at the core of our brand and should work alongside our organisational staff values on how we present ourselves to our external visitors.

Visual Style

The Museums Victoria brand colours are bright, bold and express the personality of each venue.
They should be used consistently across print and digital.
These colours are used as the consistent public facing colour representations of our Brands.
Exhibition and marketing campaign colour palettes may be developed independently of this chart.
Museums Victoria Gold doesn’t meet AA accessibility requirements with white, so should be used with Midnight or Black only.
The following tints are available for use with the umbrella brand.
The following tints are available for use for each venue.
Venue tab colours are flexible and respond to creative, but must provide enough contrast so that text is legible. Only solid colours to be used (no transparency or gradients).
Do not recolour artwork in a way that reduces legibility. Ensure there is adequate contrast in light/dark values.
Do not use a stroke on the symbol.
Do not change the proportions of the symbol to the logotype.
Do not angle the symbol or logotype.
Do not condense or stretch the symbol or logotype.
Do not use the venue tab on the side.
Keep the text as a solid and present item on the logo. (Don’t use it to reveal the image below).
Do not move or change the text.
Ensure there is adequate contrast and prominence to the background.
The venue venue tab always has a margin, unless it is a leaderboard digital ad.
Size symbol as 1/3 of page width (3 columns in our 9 column grid) or 1/4 of page or 2 columns? width if it is too imposing. TBC
Create a top and left margin by using the cap height from the venue text.
On large format assets, the margins for baseplate logo lock ups is defined by one width of the symbol.
On smaller assets (A2 and under), and when a frame allowance isn’t required; the height of the squiggle is used.
To maximise space for the venue tab, please extend to top, bottom and side edge.
A simple grid system that can be applied across print and digital collateral.
Most content can sit within a simple 9 column x 6 row grid.
Crop content to 1/3, 1/2 or 2/3rds of the page.
Use solid colour or imagery to define grid sections.
Sit type on grid lines to make more dynamic layouts.
Our iconic Museums Victoria mark is a flexible element that can be used in a variety of ways.
The symbol can be used as a standalone element as long as the MV logo occurs elsewhere on the collateral. Use the symbol as a positive against a pale background or reversed out of a dark colour.
Use the symbol vertically or horizontally.
The symbol can be used as a graphic element against colours or imagery. Note: this treatment not to be used in logo lock ups or marketing communications.
Imagery can be used within the symbol as a graphic element. Note: this treatment not to be used in logo lock ups or marketing communications.
Stylistically, the imagery is simple and bold and has a strong sense of the energy and life that you’d expect to find in one of our Museums. The images should also reflect the values and experiences we want our visitors to enjoy at each of our museums.

Positioning Pillars

The compelling truths about us. They are the elements that we strive to deliver through every touchpoints that visitors have with us. These pillars are content based and show the things for which we want our brands to be known.
These pillars should be integrated into all content and marketing plans— they are the key branded points of discussion that should facilitate a two-way conversation with our visitors.
Living and Breathing Positioning Pillars These are key branded points of discussion that visitors should get out of a trip to each of our Museums. Ideas on how these can be interwoven into existing tours, educational programs and discussions with visitors, should be considered.
POSITIONING PILLAR 1 First Peoples’ living cultures, histories and knowledge
POSITIONING PILLAR 2 Stories of the Universe, Life and Humans
POSITIONING PILLAR 3 Audience centred experiences beyond our walls
POSITIONING PILLAR 1 Stories of environment, climate and biodiversity
POSITIONING PILLAR 2 First Peoples living cultures, histories and knowledge
POSITIONING PILLAR 3 The unique perspectives of life in the Pacific/ South East Asia region and the world
POSITIONING PILLAR 1 Science and Technology for the future
POSITIONING PILLAR 2 Space and Astronomy
POSITIONING PILLAR 3 Sci-Fi Pop Culture

Motivational Segments

When communicating to our audiences we focus on six Motivational Segments.
At the centre of a visit to a museum is escape from everyday life. Museums Victoria’s motivational segments categorise our audiences by what they need to be meaningfully engaged in a visit, Their different needs means they need different experiences and different ways of communicating.
Easy Going: These people are fun loving, need to be stimulated by their surroundings and for them social connection is imperative. Fun, casual experiences appeal to them.
• 26% Male, 74% Female
• 47% Visit with other adults and children
How to cater for Easy Going audiences • Social connection is imperative – provide group spaces for a heightened sense of social connection and excitement – social, excitement, interaction • They want to have fun in life – deliver experiences based on play values – interactivity, doing • Don’t make them feel constricted / claustrophobic / pressured, allow to move around easily / quickly – freedom, change • They don’t want to be challenged by what they see or do, however will give most things a try – treat, choice • Give ‘the topline’ not the detail – make things easy • They need to be stimulated and it’s important that everyone enjoys the chosen activity – social, easy • Promote additional experiences such as cafés/ food and the shop as respite from the museum – treat, freedom
Triggers for Visitation: Do something different, Occupy free time, Discounted tickets, New exhibitions, programs and events, Entertaining a visitor
Barriers to Visitation: Cost too high, Hassle to get there, Hard to organize a visit, Difficult to find time, Nothing changes too much
Their Needs: Social, Treat, Fun, Excited, Casual
Connected: These people seek out locations and events where they can share a collective experience. This may be through physical or virtual experiences. They like to feel at ease and relaxed in familiar and comfortable places.
• 27% Male, 73% Female
How to cater for Connected audiences • Provide immersive experiences that take them, and the people they are with, to a place they know – connection, familiar • Include recreated experiences that are as close to actual as possible – familiar • Provide content that is culturally and historically significant – connection • Don’t challenge them by providing information and experiences outside their experience or knowledge, connect to them where they are and keep a light touch – comfortable, familiar, easy • Provide spaces where groups of people can meet – connection, social
Triggers for Visitation: Invitation by a friend, New exhibition, program or event, Short term exhibition, Entertaining a visitor
Barriers to Visitation: Cost too high, Hassle to get there, Cant find anyone to go with, Difficult to find time, Nothing changes too much
Their Needs: Familiar, Relaxed, Easy experience, Comfortable atmosphere, At ease
Obligated: These people feel it is important to experience different things in life, provided they are experiencing it with someone else. They like to explore deeper meaning and facts and figures. Nostalgia and emotional connection appeals to them.
• 42% Male, 58% Female
How to cater for Obligated audiences • Provide personal, moving stories, personal voices and storytelling - emotionally connected, deeper meaning, facts and figures • Create opportunities that trigger memories and take them back to places/events that are nostalgic for them – nostalgia, memories • They need worthwhile content that engenders an emotional response – emotionally connected • Ensure they are provided with high dwell times which allow opportunities to discover the deeper meaning behind experiences – facts and figures • Provide them with opportunities for reflection and quietness, again high dwell time, quiet/ accessible/ welcoming spaces, more seating opportunities, armchairs – reflective, contemplation
Triggers for Visitation: Invitation by a friend, New exhibition, program or event, Discounted tickets, Haven’t been for a while, Entertaining a visitor
Barriers to Visitation: Cost too high, Hassle to get there, Can’t find anyone to go with, Difficult to find time, Nothing changes too much
Their Needs: Nostalgia, Contemplation, Emotional connection, Deeper meanings, Facts and figures
Informed: These people are articulate, knowledgeable and intellectual, striving for constant personal growth and learning, but they are also focussed, busy and serious. They appreciate comprehensive understanding and enriched experiences.
• 40% Male, 60% Female
• 56% Visit for ½ a day
How to cater for Informed audiences • Provide them with historical or traditional museum experiences, content heavy, detailed information in quiet spaces where can submerge themselves – enriched • Experiences must deliver a sense of accomplishment and personal growth through detail – comprehensive understanding • Provide them with deep experiences that are tailored for the individual – enriched • Details are important to them – provide detailed information particularly about experiences and objects • These people need communications that reassure them that a visit is worthwhile – intellectually and from a use of their time • Don’t tell them it is ‘easy’, tell them it is ‘worth’ it
Triggers for Visitation: Short term exhibitions, Haven’t been for a while, Discounted tickets, New exhibitions, programs and events, Entertaining a visitor
Barriers to Visitation: Cost too high, Hassle to get there, Spend leisure time elsewhere, Difficult to find time, Nothing changes too much
Their Needs: Enriched, Informed, Detail, Comprehensive understanding
Curious: These people gain a sense of intellectual superiority through depth of knowledge on specific subjects. They want to feel cultured and explore intellectual experiences.
60% Visit for½ a day
24% Male, 76% female
How to cater for Curious audiences Provide ’normal’ museum fare ‘dressed up’, create a buzz, talk ability, stylish experiences not just ’traditional’ museum -cultured Offer content aligned with their broad interest base but you need to convince them that the museum is relevant to them -understanding, insight Offer content that plays on ‘curious’ factor/ provide the insights, not the facts and figures -understanding, insight These people need dedicated/specific communications about how the museum provides comprehensive understanding for them, not just for ’teaching school students’ -intellectual, understanding
Triggers for Visitation: Invitation by family or friend, Discounted tickets, New exhibitions, programs and events, Entertaining a visitor
Barriers to Visitation: Hassle to get there, Can’t find people to go with, Difficult to find time, Nothing changes too much
Their Needs: Cultured, Intellectual, Understanding, Insight, Absorb
Elite: These people want the environment to stimulate them and provide them with achievements, but can be very single minded, making it difficult to alter their perceptions once their mind is made up. They are fascinated by the latest thinking and are assertive by nature.
• Usually visit for ½ a day
• More likely younger
• 50% Male, 50% female
How to cater for Elite audiences • Provide opportunities to co-create – experiences that are stimulating and challenging • Provide ‘special’ access for them e.g. back of house, one-on-one conversations, gala dinners • They like stylish experiences not just ‘traditional museum’ – exciting or inspiring messages about the museum. Convince them that museums are not boring. • Provide ‘profile’ moments e.g. places where they can ‘be seen’, things that allows them to show they have been • Don’t burden them with detail, they like their experiences easy and on their terms • Put them on the A-list, special communication channels – VIP lists
Triggers for Visitation: Do something different, Favorite exhibition, Short term exhibition, New exhibitions, programs & events, Discounted tickets
Barriers to Visitation: Rather spend leisure time in other ways, Difficult to find time, Nothing would be a barrier, Don’t need to go often, Hassle to get there
Their Needs: Elite, Assertive, Superior, Latest thinking

Partner Lock Ups

In just about every case, Creative Victoria should be locked up with Museums Victoria (a, b), not any of the master or sub brands.
a) Horizontal lock up
b) Vertical lock up
You can download the Creative Victoria logo and view the guidelines for its use here: https://creative.vic.gov.au/gra nts-and-su pport/i nformationfor-current-recipients/logos-a nd-acknowledgements
On occasions, the CV logo is superseded with another state government logo. This will be briefed in, in each instance.
Follow the same approach as with the Creative Victoria logo.
The key intention of this rebrand is to build the recognition of the Museums Victoria as an umbrella brand for our venues, to help link them together and raise our prominence.
With this in mind we are making a strategic call to prioritise the Museums Victoria logo lock up and defer venues to the venue tab.
The aim is to raise prominence of our symbol, link it to Museums Victoria and highlight locations.
The Creative Victoria (CV) logo must be used on all creative marketing executions* and should always sit to the left of the Museums Victoria (MV) logotype.
- The MV logo is placed on the far left side, with the CV logo on the far right.
The height of the MV and CV logos are the same. All logos are to have vertical centres aligned.
- The CV logo must have equal prominence with all other logos.
Position partner logos to the left of the CV logo, using either the (a) preferred or (c) minimum clear space to position them.
If the space between the MV logo and first partner logo is less than the 2x symbol width (b) please distribute all available spacing between all logos, ensuring at least minimum clear space is met (c).
- Partner logos are to be optically sized to have equal prominence with surrounding logos, this may mean they sometimes extend above or below the MV/CV logos (a).
- Partner titles are to be all caps and set in Source Sans Pro Semibold.
- Unless superseded by an alternative government logo, as briefed.
- The MV logo is placed at the top with CV at the bottom.
- The width of the MV and CV logos are the same. All logos are to have horizontal centres aligned.
a) For lock ups without partner logos. Space the MV and CV logos with 2 stacked vertical symbols.
Partner logos are to be optically sized to have equal prominence with surrounding logos, this may mean they sometimes are a different width to MV/CV.
b) Preferred partner logo spacing. Use one vertical symbol Space partner logos between MV and CV logos, using one vertical symbol.
c) Minimum partner logo spacing. Use one vertical symbol Space partner logos between MV and CV logos, using one vertical symbol.
Partner titles are typeset in all caps Source Sans Pro Semi bold.
a) Partner titles are left aligned with their logo on horizontal lock ups. TBC
b) Partner titles are centred on stacked lock ups.
Partner titles are black or white to match the logos.

Venue Tab

Please use provided assets for venue tabs; as they are tweaked individually for each venue.
Venue tabs can be used on marketing collateral to identify venues.
They don’t appear on LDS signs. Please refer to each individual brief.
Venue tab colours are flexible and respond to creative, but must provide enough contrast so that text is legible. Only solid colours to be used (no transparency or gradients).
Venue Tab When to use the Venue Tab
The venue venue tab always has a margin, unless it is a leaderboard digital ad.
To find margin and symbol size: 1) Size symbol as 1/3 of page width (3 columns in our 9 column grid) or 1/4 of page or 2 columns? width if it is too imposing. TBC 2) Create a top and left margin by using the cap height from the venue text. 3) On large format assets, the margins for baseplate logo lock ups is defined by one width of the symbol. 4) On smaller assets (A2 and under), and when a frame allowance isn’t required; the height of the squiggle is used.
To maximise space for the venue tab, please extend to top, bottom and side edge.
When using the venue tab; a) Do not recolour artwork in a way that reduces legibility. Ensure there is adequate contrast in light/dark values. b) Do not use a stroke on the symbol. c) Do not change the proportions of the symbol to the logotype. d) Do not angle the symbol or logotype. e) Do not condense or stretch the symbol or logotype. f) Do not use the venue tab on the side. g) Keep the text as a solid and present item on the logo. (Don’t use it to reveal the image below). h) Do not move or change the text. g) Keep the text as a solid and present item on the logo. (Don’t use it to reveal the image below). i) Ensure there is adequate contrast and prominence to the background.

Brand Promise

Our brand promise tells the world our purpose and directs our marketing and customer experience. It’s what our visitors should expect from us in terms of the tangible and the intangible benefits and experiences we provide.
It is a statement of how we want the customer to feel when they interact with us.
Our brand promise exists to provide focus and direction for each of our brands and answers the question of why our brands exist. The brand promise should also demonstrate the positive difference we aim to make in our visitors lives.
This brand promise should be used as a guide for your visitor interactions – it’s how we want the customer to feel when they interact with us. It is what our customers can expect to experience in every single interaction with us.
MUSEUMS VICTORIA BRAND PROMISE To unleash peoples’ imagination about the future and transform their understanding of the past
BRAND PROMISE To inspire deep learning and rich understanding
BRAND PROMISE To nurture exploration and innovation through play

Brand Essence

Brand Essence The heart and soul of who we are. It contains the core characteristics that define us and is an intangible attribute that sets us apart from others. It is grounded in emotion and based on feelings. Our brand essence is the sweet spot where the unique elements of our brand intersect. It will be a precise statement. It is the shortest, cleanest description pin pointing who we are.
Living and Breathing Brand Essence This brand essence is the heart and soul of who we are. You too should exude this passion and help deliver on the essence within the visitor experience. It’s what differentiates us from others.
BRAND ESSENCE Transformation with a little bit of magic.
BRAND ESSENCE Stories of the Universe, Life and Humans
BRAND ESSENCE Enriched life
BRAND ESSENCE The power of science
BRAND ESSENCE Passion for a shared Humanity

Brand Personality

Brand Personality Describes the traits that connect us to our visitors on an emotional level. Our essence. Our personality can influence the voice, tone and how we behave. It conjures up imagery of our brand’s attitude and offers a glimpse into our spirit and soul.
Living and Breathing Brand Personality The brand personality should be referred to for the tone, voice and behaviour of our interactions with our visitors.
Jungian Archetypes These were used to create the Museums Victoria Brand Personalities and have been developed as a way of driving brand growth.
BRAND PERSONALITY The Wise Visionary – expanding peoples’ consciousness, making the ordinary extraordinary, leaving people in amazement and wonder
BRAND PERSONALITY The Courageous Leader – determined to improve the world
BRAND PERSONALITY The Playful Creator – contextually expressing unconventional thinking and change