Taking Sydney out of the picture – rebrand gets it right

Museum of History NSW is Australia's newest cultural organisation, merging Sydney Living Museums with the NSW State Archives for a next generation of storytelling.

Sydney Living Museums (SLM) has always been an umbrella body, corralling 12 separate institutions beneath it. But in that vision, is a flaw – a simple word – Sydney.

This week, the organisation rebranded as Museums of History NSW (MHNSW), to better describe not only its geographic footprint, but its celebration of history, as well as its ‘living’ future as a storyteller.  

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Gina Fairley is ArtsHub's National Visual Arts Editor. For a decade she worked as a freelance writer and curator across Southeast Asia and was previously the Regional Contributing Editor for Hong Kong based magazines Asian Art News and World Sculpture News. Prior to writing she worked as an arts manager in America and Australia for 14 years, including the regional gallery, biennale and commercial sectors. She is based in Mittagong, regional NSW. Twitter: @ginafairley Instagram: fairleygina