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While Royal Ontario Museum (ROM) is the largest and most iconic art institution in Canada, its scale of over 13 million artifacts is simply not enough anymore to appeal to a more diverse and younger audience. We were tasked to help jolt and overhaul every touchpoint of this incredible museum.

The new rebranded ROM will transform lives by helping people understand the past, so that they can make sense of the present and in turn come together to shape a shared future.

The system employs a prominent use of an immortal timeline, one that plots every artifact, bone, beast, butterfly, painting.

The rebrand includes a new wordmark, signage, wayfinding, photography, collateral, uniforms, a custom typeface in collaboration with Colophon and the brand launch with partners from BHLA.

Photography: Mike Tjioe / Saty and Pratha
Custom Typography: Colophon Type Foundry

© Leo Burnett Design
111 Queen St. East, 3rd Floor
Toronto, M5C 1S2