Descriptor

The descriptor is part of the information system devised to aid communication. It is primarily used in marketing and external communication but can also be useful for internal and corporate communication.

The descriptor is a short label that directly and succinctly communicates the specifics. At a glance, the viewer should know if they were looking at an exhibition, night talk or workshop. This also allows for our brand voice in the heading or copy.

A descriptor should:

• Always located on the top left.
• Be correctly styled, see Typography.
• Ideally from the list of descriptors below (some exceptions allowed).
• Clear and easily understood by an external audience. Avoid internal language or jargon.
• Succinct, limit length within 4 words.
• Useful and functional. Avoid being too vague or too specific.
• Not be a call to action or web address e.g. "Opening Soon", "Book Now", "australianmeseum.net.au"

There are instances when the Descriptor is not used. These could include:

• Space limitations e.g. digital banner ads
• Irrelevant e.g. internal reports, FOH signage

Below is the current list of Descriptors. This is an evolving list that will constantly adapt to the AM's needs.