Museum of Australian Democracy at Old Parliament House
We’re helping elevate the Museum of Australian Democracy (MoAD) to be a cultural beacon of Australia’s democratic journey. Our new brand for MoAD is thought provoking and democratic in nature, it inspires pride and feels beautifully crafted. This refreshed brand identity and wayfinding and signage system inspires pride, feels beautifully crafted and helps all Australians navigate Old Parliament House at every point in their journey.
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Museum of Australian Democracy at Old Parliament House
Living ideas
We’re helping elevate the Museum of Australian Democracy (MoAD) to be a cultural beacon of Australia’s democratic journey. A place to celebrate the ideas that shape who we are. Our new brand for MoAD is thought provoking and democratic in nature, it inspires pride and feels beautifully crafted. This refreshed brand identity and wayfinding and signage system inspires pride, feels beautifully crafted and helps all Australians navigate Old Parliament House at every point in their journey.
Living ideas
In our research phase we found a palpable pride in the people and place, a welcoming culture, and a desire for cohesion, clarity and consistency. Critical tensons we needed to consider were; democracy as a dynamic concept, the fact that ideas are harder to convey than the artworks in more tangible cultural institutions, and having the freedom to be expressive. Our brand framework is informed by four key principles; to provoke thought, involve everyone, inspire pride and delightfully inform. All built on our brand concept, ‘Living ideas’.
Rise for what matters
The new logo represents how one voice can build upon another, leading to change through democracy. It’s about the amplification of ideas of people, movements and governments. A predominately black and white brand, we kept the existing coral red and added secondary colours that are inclusive, open, and energising. Typography is versatile and expressive and mimics the varied font styles of newspapers, posters and democratic institutions. We included a graphic line element, taken from the incline of our logo it represents the balance necessary in democracy.
Stories that deserve to be told and experienced
Our wayfinding and signage system expands the boundaries of museum wayfinding within a heritage context. It embodies the Museum’s new brand, seamlessly integrating into the Old Parliament House building. It addresses the enormity of the experience, travel paths and heritage restrictions, directing visitors with a clear, defined and curated journeys in a place that was never designed as a museum. Our work covers directional, identification, statutory and mapping devices throughout the building as well as interpretative signage for the museum. Huge illuminated MoAD lettering sits proudly at the entrance, clearly identifying the Museum.
Design sensibilities for digital
Online, we redesigned the MoAD website to house a new ticketing system and shop, cleaning up the navigation in the process and bringing design sensibilities to the digital experience. Typography is impactful and designed for accessibility giving a far more stand-out quality overall.
