The Australian Centre for the Shifting Picture (ACMI), primarily based in Melbourne, briefly shuttered final 12 months to permit for an formidable refurbishment price $40 million AUD. After some inevitable delays this 12 months as a consequence of Covid-19, the redevelopment is now set to be revealed in early 2021.
When the museum reopens, it should have a recent look devised by UK design company North, which can full ACMI’s transformation from its beginnings as a neighborhood movie centre within the Forties to essentially the most visited museum of its sort.
On the coronary heart of the id is a particular new wordmark, which is squared off on the edges for an impactful boxy impact that lends itself effectively to a grid system. The ‘m’ subtly calls to thoughts the form of a video cassette, and makes for a much more memorable logotype than its considerably company predecessor. A brand new typeface, Px Grotesk, has additionally been launched to the suite for use throughout all touchpoints.
North labored intently with ACMI’s in-house design staff on the id, which contains a streamlined color palette that enhances the colourful imagery used throughout the museum’s cultural programme. The replace comes with revamped signage, merchandise and marketing campaign belongings, in addition to a brand new web site created by Liquorice and inside wayfinding by Büro North.
The brand new id coincides with the launch of a web-based exhibition, together with the announcement that when the ACMI reopens its doorways, it should roll out a brand new strategy that comes with digital into the museum expertise.
The lean in direction of digital gave impetus for a better concentrate on video content material and animation within the visible id system, which feels particularly acceptable for a museum devoted to shifting picture work.
With the promise that there shall be one thing for folks at dwelling, in addition to in a bodily and digital capability throughout the museum area, ACMI appears set for the post-Covid arts world – with a recent look besides.
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