The Historic House Trust of New South Wales is dedicated to the preservation of Australia's most historically significant and impressive properties. This month, the trust announced the launch of a new brand Sydney Living Museums, with the goal of increasing visits and raise awareness of the cultural institution.
The design of the new brand fell to Sydney-based design studio Frost*, who came up with the clever concept of using title letters to create a key to the city.
The Frost* team comment on their website: "Now Sydney Living Museums, the name references the idea of discovery through story telling.The identities design centres on the idea of ‘unlocking stories’, and draws on the key as a symbol of entry into other peoples’ homes.
"The logo crafts the letterforms into a monogram that resembles a key. This is used in conjunction with a stacked, typographic word mark, capitalised and drawn in the sans-serif font, Sofia Pro."
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