Client

The Guggenheim Museum is a system of museums that host Impressionist, Post-Impressionist and Modern art. They have locations in New York, Venice, Bilbao, and Abu Dhabi. Each building has a unique shape and collections.

Problem

With the continual growth of the Guggenheim, and the addition of Abu Dhabi, a new look into how to visually represent the museum foundation and it's unique collections and buildings was sought after. Cohesiveness is critical to connect all of the museums in the Guggenheim system.

Solution

The logo created pulls from the shapes of the buildings which was expanded into stationery, bags, and other promotional materials for the Guggenheim.

Logo Exploration

At first, unique marks for different collections were explored, but in the end, one dynamic logo for the entire system was utilized. In each rendition, inspiration was pulled from the art shown in the collections while keeping in mind the goal of a dynamic mark and movement.

Final Logos

The final mark consisted of a 'G' and the inspired curves of this form creating the different buildings' unique features.

Type and Color Palette

The new type and color palette were adapted from the original color palette to harken back to the original scheme, while tweaking elements slightly to refresh the brand.

Stationery

A stationery system was created to help the museum with business correspondence. Each building has their individual marks on the top of the letterheads, the back flap of the envelopes, and the business cards, while the Guggenheim name unifies the system.

Posters

Different events and collections are constantly being changed. A poster system was created to unify the presentation of information while also incorporating the new identity.

Bags

To be used with merchandise, each location has a different bag to use; the colors on the inside correlate with each. A generic Guggenheim bag was also created for other uses outside of specific locations.