AIM Hallmarks

What are the AIM Hallmarks?

The AIM Hallmarks distil and share the experience of two generations of leaders of independent, innovative and imaginative museums, combined with respected thinking and research. Since they were first published in 2015, AIM has worked with museums and heritage organisations across the UK to put the ideas in the Hallmarks into practice.

Download the framework: The AIM Hallmarks of Prospering Museums


Hallmarks_Hallmarks titles only
  • AIM Hallmarks Awards – Useful Case Studies

  • Purpose

    Know, articulate and embrace your ‘purpose’

  • Leadership & Culture

    Create an organisational culture that can readily adapt and respond

  • Governance

    Consciously practise Good Governance following Charity Commission and AIM Guides

  • Innovation & Risk

    Be adaptive, resourceful and prepared to take risks

  • Awareness & Networks

    Take part in varied, active networks and partnerships and have good external awareness

  • Visitor Focus

    Understand your visitors and supporters,especially the visitor experience, and invest in its improvement

  • Collections

    Collect, guard and make accessible your collection

  • Finance

    Be financially resilient andwell-managed as a charitable business

  • Tackling Inequality Hallmark