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ROM debuts new branding

The Royal Ontario Museum of Toronto has retained Leo Burnett Design to conduct a rebranding initiative. According to the museum, the intent is to present the attraction as “a world-renowned cultural institution.” The branding includes a new wordmark, a custom typeface and photography by Mike Tjioe and Saty & Pratha. The new visual identity will be introducted in an out-of-home advertising campaign in Toronto’s Union Station.

“The new visual identity expresses ROM's vision in an iconic and simple way,” said Man Wai Wong, group creative director at Leo Burnett Design. “The museum's 13 million objects and natural history specimens were reimagined as an immortal timeline. It uses a typographic approach that expands and contracts allowing people to immerse themselves into any moment in our history. The identity is timeless because it captures all of time, past, present and future.”

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