North’s impactful identity for ACMI champions the inflexible restrictions of the screen

In time for it’s post-COVID reopening, ACMI have turned to renowned London-based design studio North, famous for their work on arts and culture identities, in giving new life to the Melbourne-based museum of screen-culture. Influenced by the defined rigid restrictions of screens, be it a television set or a multiplex cinema, the new wordmark for ACMI is there to make a statement. Rather than standing to the side, in a secondary role to the identity like many museum brands, ACMI’s logo is bold and to be noticed. Jonathan Leonard, Designer at North, explains to us how this registers a shift in how the museum now approaches its identity, telling us “the strong geometry of the logo enables it to become part of the creative content, rather than reside in the corners of the format,” commenting that it “sometimes felt more like a sponsor rather than the curator.” Leonard notes how now the result is “a museum proud of its unique content,” becoming “a strong collaborator,” within arts and culture.