Frost finds the key to Sydney Living Museums rebrand

Frost has rebranded the Historic Houses Trust as Sydney Living Museums, using a key device to symbolise the idea of ‘unlocking stories’.

SLM logo
SLM logo

The Historic Houses Trust (HHT) of New South Wales, Australia, manages 12 properties in the area, including Elizabeth Bay House, Government House and Justice and Police Museum.

Frost was appointed to create a new brand strategy, name and visual identity for the organisation, aiming to strengthen its position as a ‘collection of places that tell the story of living in Sydney’, says the consultancy.

SLM folder
SLM folder

The visual identity uses a key device that interlocks the letters ‘S’, ‘L’ and ‘M’ of the new name, referencing the idea of ‘unlocking stories’ and symbolising entry into the homes managed by the organisation.

The logo is used alongside a stacked, typographic word mark, capitalised and drawn in the sans-serif font, Sofia Pro.

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SLM tote bags

At the start of the project, Frost’s research found that many people confused HHT with the National Trust.

Cat Burgess, Frost strategy director, says, ‘We realised there was a gap in the market for the organisation to become the curators of Sydney living and to engage with today’s fascination around lifestyle’.

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SLM badges

According to the consultancy, the brand strategy focuses on ‘tapping into the experience economy by creating opportunities for people to participate in living heritage rather than a passive, educational approach’.

Burgess adds, ‘The word “Living” in the name refers not only to the curatorial focus of the Museums but also the types of experiences people can expect’.

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