Queensland Museum is a museum of natural history, cultural heritage, science, and human accomplishment. It preserves millions of objects, cultural artefacts and establishes a variety of exhibitions and programs for the public. It is located in South Bank's Cultural Precinct, Brisbane, Australia. 

Queensland Museum's vision is to tell the changing story of Queensland, to connect visitors with Queensland's past and present. 

The current branding falls short in portraying Queensland Museum’s mission of discovering Queensland and inspiring Queenslanders to connect the past to the present. A fresh, modern approach on the current branding will help Queensland Museum achieve greater brand impact and brand recognition.

The new logo is inspired by the Queensland Museum building. The building itself is a heritage architectural achievement. Since opened in South Bank in 1986, the building has witnessed many changes of Brisbane city and the museum in particular. It stays at the heart of Brisbane’s cultural precinct and has become one of the most significant landmarks in South Bank. 

The new colour palette is inspired by the Aboriginal & Torres Straits Islander flags and SparkLab - Queensland Museum’s signature science programme for children and young adults.

Mock-ups of marketing collaterals