Recognising its expanding role in heritage management and the recent nomination for World Heritage listing, PAHSMA has refined its already well-established corporate identity.
The Port Arthur Historic Site Management Authority (PAHSMA) was established in 1987 to conserve, manage and promote the Port Arthur Historic Site. The Authority is recognised internationally for its skills and leading role in the development of management practices for heritage conservation, tourism and interpretation. In 2004 the Authority took over management of the Coal Mines Historic Site at Saltwater River.
The new identity with its bold graphic elements continues to reflect the heritage values of the Sites. It builds on the spirit of the past whilst conveying a fresh contemporary feel. This new identity is designed to provide a workable tool across all applications and media, including digital media.
The well-recognised symbol of the Church remains at the heart of the identity. The Church is a visually prominent feature of the Port Arthur Historic Site, and importantly, its easily recognised Gothic style architecture emphasises the significant heritage values of the Site.
The symbol of the Church is not only a direct tribute to its convict builders, it also reflects the importance made of religion within Western culture of the day and in the stated goals of the penal settlement’s administration – to reform through religion.
The logotype refers to the ‘Port Arthur Historic Sites’. This has been done for several reasons:
• It acknowledges PAHSMA’s care of multiple sites while maintaining the primary recognition associated with Port Arthur
• It will inspire intending visitors, and others, to find out more detail about our organisation
• Encouraging intending visitors to seek out more information so that they can plan a more fulfilling and enjoyable visit is a key objective of the marketing plan.
The new identity has been integrated into PAHSMA’s stationery and will soon spread to uniforms, vehicles, signage, a new website and marketing communications. The identity was designed by leading Hobart-based designer Lynda Warner.