Visual Identity System
The visual identity system (VIS) is the public face of our organisation, the skin that projects our identity, and a tool that reflects the strength and personality of our brands.
The evolved VIS plays an integral role in communicating our values and is designed to ensure that all creative materials are used effectively and consistently across all touchpoints.
Our symbol
An evolution of the iconic MV mark that reflects the diversity and flexibility of our brand.
- Use the symbol in black, white or secondary grey
- Use the symbol vertically or horizontally
- Use the symbol against solid colour or imagery
Our logo
A simple system that can accommodate any of the Museum venues or brands.
Our venue tab
Venue tabs are used on marketing collateral to clearly identify venues.
The venue tab always sits in the top left corner, with a margin the size of the cap height in most cases. Please see style guide for positioning rules.
Venue tab colours are flexible and can respond to the creative it sits over; but must provide enough contrast so that text is legible.
Our colours
Museums Victoria has Midnight as the primary colour. Accent Gold and Accent Green, Black and White can be used to compliment it.
Each venue has a distinct colour that can be used for venue-specific marketing and collateral, where appropriate.
R36 G59 B80
#243B50
R203 G184 B121
#CBB879
R76 G164 B47
#4CA42F
R0 G0 B0
#000000
R255 G255 B255
#FFFFFF
R28 G154 B214
#1C9AD6
R238 G111 B36
#EE6F24
R203 G23 B51
#CB1733
R71 G82 B132
#475284
R30 G166 B158
#1EA69E
R14 G83 B140
#0E538C
Typography
Lead Typeface
Circular Std
Our lead typeface is Circular. Use this for headings display text.
Supporting Typeface
Source Sans Pro
Our supporting typeface is Source Sans. Use this for all body text, excluding way finding and labels.
The Melbourne Story is packed with icons of the city's past and present. There are tales of heroes and scoundrels, growth and decline, and the changing ways Melburnians live, work and play. Big stories—of Aboriginal activism, of gold that built grand buildings, of waves of migration—sit along quieter tales of everyday life in the big smoke.
Ride in a restored Luna Park Big Dipper carriage, step into workers' houses from the 1890s and hear the sounds of Melbourne's music scene. See how where you live evolved from traditional Kulin lands to the suburbs of today. Over 1200 irreplaceable objects from Victoria's state collections show that Melbourne is truly a city of stories.
Video content style guide
To ensure consistency of look and approach across all video outputs for MV's onsite spaces and online channels please refer to the attached video style guide to be used as a reference when creating any video content for MV.
