Potter Museum of Art

An academic institution open to all

Established in 1972, the Potter Museum of Art at the University of Melbourne houses one of Australia’s most significant university art collections. 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 a university art museum — rather, a Melbourne 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 – the brand identity we developed for Potter Museum of Art deformalised the gallery name while retaining a classical vernacular. Using shifts in line weights and a sense of cutaway space, the two-tiered Potter Museum of Art wordmark encapsulates 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. The reimagined museum reopened on the University of Melbourne’s Parkville campus in 2025 with an extension by Wood Marsh Architects.