03/19/2013 12:44 EDT | Updated 05/19/2013 05:12 EDT

Royal Ontario Museum launches new logo to highlight its collections

TORONTO - One of Canada's largest museums is celebrating its 99th birthday by making over its logo.

Toronto's Royal Ontario Museum says the new design shines a spotlight on the institution's vast collections and its role as a knowledge hub.

The revamped logo still features the ROM acronym in block letters, but superimposes an image pulled from the collections underneath the O, which is left blank.

The museum says it will use a variety of images from its natural history and world culture collections, as well as pictures from contemporary life.

The announcement comes as the ROM starts counting down to its centennial celebrations, which will kick off next March.