As with the project acronym, the ARtSENSE logo text can be roughly divided in two parts: “ARt” and “SENSE”. The “ARt” part of the logo is a direct allusion to two fundamental concepts: The Augmented Reality (AR) concept, which forms the basis and the backbone of the project and the “art” concept. The “art” concept needs to be considered in way encompassing more broadly art and cultural heritage in its variety of expressions (art, tangible cultural heritage, intangible cultural heritage, scientific and technical cultural heritage and so on). The “SENSE” part of both the project acronym and logo is what differentiates the ARtSENSE approach from all other existing AR approaches. More in particular the “SENSE” part is a direct allusion to the concept of adaptive AR, another pioneering concept introduced by the ARtSENSE consortium that has as an aspiration to link in a meaningful way the best in metadata management and ontologies, physiological computing and acoustic processing all by taking under consideration the unique domain space in which ARtSENSE will be deployed: the sensitive museum ecology and the museum visiting experience.