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Royal Ontario Museum rebrands

The Royal Ontario Museum in Toronto has undertaken a rebranding initiative in advance of its 100th anniversary next year. The changes include a new logo and visual identity intended to convey the museum's ability to connect visitors to the world and to each other. The museum is also in the process of introducing eight sub-brands called "Centres of Discovery" that will support its main collections: Ancient Cultures, Biodiversity, Contemporary Culture, Canada, Earth & Space, Fossils & Evolution, Textiles & Fashions and World Art & Culture. The new branding was developed by LaPlaca Cohen of New York. "The previous ROM logo was as a symbol for Renaissance ROM, the fundraising campaign that transformed the museum with the Michael Lee-Chin Crystal and gallery renovations," said Janet Carding, director and CEO of the museum. "It represented the ROM's building and its bold energy. We're changing our visual identity now to focus on the museum as an indispensable resource. We're placing the ROM's encyclopedic collections, research and curatorial expertise at the heart of the new brand, and showing how, through the ROM, people can connect to their world." The museum will use its new brand as part of a year-long series of promotions and special events leading up to its 100th anniversary in March 2014. The Royal Ontario Museum is an agency of the Government of Ontario.

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