The AIM Hallmarks of Prospering Museums

The AIM Hallmarks were established by the Association of Independent Museums to provide a framework of success for independent museums, galleries and heritage organisations in the UK. Injecting energy and modernity into their brand, we created a new logo and refreshed their visual identity using bright colour and dynamic crops of the hallmarks emblem. To bring their collateral in line with the new identity, we designed a new suite of materials with an emphasis on clarity of information and lively visual language.

The AIM Hallmarks of Prospering Museums
IMG 01 - logo
Preparing to Prosper - Booklet Cover

The new design of the AIM Hallmarks booklet saw information rationalised and design simplified to aid navigation. Our aim was to break the information into more accessible sections – each chapter follows the same structure, and call-out boxes help guide users to bite-sized tips and case studies.

Hallmarks spread
IMG 07 (S) - Tips & tools

From start to finish, the whole team at Design Culture were friendly, professional and accommodating and the resulting guides are truly beautiful pieces of work. The whole team took the time to understand us as customers and our unique design needs and the working relationship with them was genuinely enjoyable! Design Culture are a high-quality design agency that exceeded our expectations: I can’t wait to work with them again.

Sassy Hicks Membership, Marketing & Projects Manager The Association of Independent Museums
  • Purpose
  • Innovation
  • Visitor Focus

AIM are highly engaged with their members and we used hero images of exemplary museums throughout the booklet to champion the diverse membership AIM continues to support.

The AIM Hallmarks covers

Following the successful re-design of the booklet, we created a suite of materials using the same visual principles to ensure consistency and aid recognition for users.

AIM Badge