A brand to stand the test of time.

The Australian Centre of Rare Arts & Forgotten Trades launched late 2022. The national museum Sovereign Hill developed a long-term initiative; the centre aims to keep rare arts and trades alive through workshop practices and master classes, providing a place to learn and preserve unique skills.

The challenge of creating a timeless brand identity
From the outset, the very length of the name was going to require considerable thought to the design approach, and we embarked on numerous creative directions exploring all manner of visual devices — from stamps and emblems to monograms and hallmarks.

The Rare Arts & Forgotten Trades identity comprises a logotype designed to work in a horizontal and vertical format and an ‘R’ symbol, developed as a unique device to be used in conjunction with or in isolation from the logotype.





Sovereign Hill
Australian Centre for Rare Arts & Forgotten Trades

  • Brand identity
  • Brand guidelines
  • Branded stationery
  • Display banners
  • Marketing communications
  • Launch website design & build
  • Social media clips


Brand Guidelines
Brand guidelines lay at the heart of a brand, the blueprint for an organisations visual and verbal identity, ensuring consistency and coherence across all platforms and touchpoints.

The R device is a flexible brand asset that works in any number of configurations.

The primary font, Libra Franklin, has a bold presence and is characterised by some softly-spoken curves and some distinctive type forms. It brings a subtle, handcrafted quality to pages and screens.

The colour palette
A carefully curated core colour palette has been developed to embody the essence of the artisanal spirit that the centre champions. The deep and rich palette serves not only as a visual homage to the timeless beauty and complexity of traditional crafts but also as a symbolic gesture towards the depth of knowledge and passion that each art and trade encompasses.

A brighter secondary palette is used, as a counterpoint to the darker core palette, notably for digital applications and both palettes combine to form unique colour gradients for promotional imagery.

Branded stationery

Preserved for future generations

The Rare Trades instructors have been selected from all over Australia for their incredible skills, passion and desire to maintain techniques of the past to share with us now and preserve for future generations.

Large exibition banner

Responsive launch website 2022
Desktop and mobile screens

Pull-up display banners