Today, the Australian National Maritime Museum (ANMM) officially launches its repositioning as the contemporary ‘Spirit of Adventure’; a highly experience-based brand designed to renew and reinvigorate the museum encounter for its visitors, driven by Australia’s connection to the sea.


While the museum’s official name remains the same, the prominent MU-SEA-UM graphics on the front of the museum in Sydney’s Darling Harbour, signals a dramatic change for the institution. The new brand is not just a new logo, it’s a thoughtful and strategic repositioning of the museum’s value, aimed to get people thinking more broadly about the sea and our relationship – both as a country and as individuals – with it. 

“The new brand is a symbol of our connection with the ocean,” said Kevin Sumption, Director and CEO, ANMM. “The museum’s staff, volunteers and visitors have a common bond - our passion and connection with the sea and its many stories - so our new brand has taken the word SEA to its heart to forge a stronger emotional connection.” 

Alongside the unveiling of the new ANMM comes the internationally-acclaimed contemporary art exhibition On Sharks & Humanity, featuring works by more than 30 artists from China and around the world - all united by the need to protect sharks. 

“This exhibition is a great example of the new direction of the museum and our focus on the sea,” said Mr Sumption. “It has a strong conservation message and also features local Indigenous Australian artists who explore sharks as totems and their role in informing cultural and ecological sustainability in water, land and species.”  

The ANMM was built more than 25 years’ ago and has become a key attraction in Darling Harbour. Since then, more than 800,000 people visit the museum every year to learn about Australia’s rich maritime history and enjoy the exhibitions, galleries, events and vessels that it has to offer. 

“Our museum lies within the country’s busiest tourist precinct, receiving more than 25 million visits a year, and is also the Australian Government’s most visible cultural institution in Sydney,” said Mr Sumption. “The unveiling of this bold, new direction inspired by the sea marks the next phase of our revitalisation.”  

The ANMM worked with Frost*collective to develop the brand and creative strategy. Frost* is one of Australia’s leading brand agencies with experience working with cultural institutions such as the Sydney Opera House, the Art Gallery of NSW and Sydney Living Museums to help them design success for themselves. 

Cat Burgess, Strategy Director from Frost* Collective explains: “One of the key insights we came across during our research was that visitors want immersive experiences, rather than passive history lessons. They want to feel and do, they want to be prompted to touch, see, hear or smell, they want a sense of theatre and be part of an engaging and tactile moment. This is what really drove the brand idea of the ‘Spirit of Adventure’, where the museum would embrace a more dynamic position to own their role as being the world’s number one floating experience.” 

Visitors will see the new logo on the museum from Monday 10th December 2018. On Sharks & Humanity is open to the public from Tuesday 11th December 2018. 

All media inquiries:
Sophia Watson, Frost*collective,, (02) 8318 9800

Emily Donnelly. Momentum2,,
02 9212 2000 or 0423 159 473