As is often the case, the more traditional design was discarded as being, well, too “traditional”. At the other end of the scale, while it did receive positive feedback, the unconventional concept raised concerns for being too, well, “unconventional”.
So, like Goldilocks, the stakeholders finally opted for a “middle-of-the-road” approach, tending slightly more towards the unconventional. However, the key concern of tying the design too closely to the brand was raised several times. Fortunately we had already anticipated this and were able to mitigate the concerns by taking the following approach:
- Using the Australian Museum brand as a framing device without directly influencing the page layout.
- Ensuring that actual content remains brand neutral beyond the choice of typeface and limited colour selection.
- Where applicable, enabling the brand to be applied in a flexible manner, from heavy with a strong impact, all the way to subtle or even none at all.
By following these three principles we could ensure that the brand would not be “baked into” the layout or content, and would be easy to switch off.