Potter Museum of Art

Established in 1972, the Potter Museum of Art houses the encyclopaedic art collection of the University of Melbourne. Extraordinary in its breadth and idiosyncratic in its depth, the Potter Collection numbers some 15,000 objects. Encouraging discovery, learning and debate, the Potter aspires to be more than an art museum within a University, but rather, a cultural institution accessible to all.

Considering how we could balance the gallery’s rich and rigorous academic tradition with its vision for tomorrow – to provide a contemporary lens on creative cultures, past and present – we deformalised the gallery name while retaining a classical vernacular. Using shifts in line weights and a sense of cutaway space, the two-tiered word mark for Potter Museum of Art looks to encapsulate a sense of experimentation and play; the idea of always looking further; of intellectual insight and depth, and at the same time, an openness – a destination where art spurs conversation for all.