The New Visual Identity of The Guggenheim “Constellation” by Pentagram
The Solomon R. Guggenheim Museum, also known as simply ‘The Guggenheim’, is a renowned artistic and cultural institution. This art museum was first founded in 1939 by the Solomon R. Guggenheim Foundation and has now expanded to include several locations beyond New York City, including the Peggy Guggenheim Collection in Venice and Guggenheim Bilbao in Spain. They revealed a brand new visual identity last November designed by Pentagram partner Harry Pierce with Jane Wentworth of Jane Wentworth Associates spearheaded the strategy in collaboration with the Guggenheim in-house team in anticipation for the museum’s new location, Abu Dhabi, to open later this year. The new identity system involves a new logo and a new custom, open-source typeface, Guggenheim Sans, to better represent this “constellation of museums”.
In a press statement, Mariët Westermann, Director and CEO of the Solomon R. Guggenheim Museum and Foundation stated “I’m thrilled to introduce this new chapter in our visual story, one that captures the essence of who we are – four museums in four great cities on three continents, each in a distinctive architectural home where anyone can encounter and learn with outstanding works of modern and contemporary art. Together, we form a global constellation united in creating and sharing transformative experiences of art and architecture. This refreshed, elegant and dynamic identity expresses that shared vision while honoring the unique spirit of each Guggenheim museum.”
The Guggenheim did not have an official formal graphic design system until 1982, where visual identity was created by Italian designer Massimo Vignelli. The last iteration of the Guggenheim visual identity was designed by fellow Pentagram partner Abbot Miller in 2013. This latest iteration by Harry Pierce involves a single-tier identity system that could be implemented seamlessly, not only across the four locations but also across all museum activities and programs. As stated on Pentagram’s official website, this new identity is centered on the idea of ‘one brand, one constellation, one vision and many experiences’. The corresponding tone of voice and language used throughout (devised and written by Pentagram's Brand Narrative team) explain why art is important and communicate that the Guggenheim is a museum for everyone.
The new logomark is at the center of this new identity. The strikingly bold geometric ‘G’, while a clear invocation of its heritage geometric type, is rooted in the Museum’s history but evolved for a global audience. Speaking with Fast Company, Harry Pierce explains, “The G gathers the constellation of museums and their art into a single identity.” This authoritative, geometrical ‘G’ encapsulates the Guggenheim constellation, holding the entities together to present a unified spirit, signifying how the four locations operate as a single unit. This logomark is one that transforms and evolves, with a series of free-form iterations that presents an expressive tone to the museum’s visual language while motion also plays a crucial part with a mission to “amplify”. Its role is to create a cohesive family feel for Guggenheim animations that links to the Museum’s brand strategy, “We amplify the power of many imaginations.”. A complementary set of bespoke icons also bolsters the logomark’s bold and geometric impression.
Another crucial portion to this identity is the new open-source Guggenheim Sans, an adaptation of the open-source typeface Inter by Rasmus Andesson. Two versions of the typeface were designed; Guggenheim Sans and Guggenheim Sans Display. There is also a version of the typeface available in Arabic created by Debakir and TBD Studios. The secondary typeface of the visual identity is the open-source type Playfair by Claus Eggers Sørensen that adds contrast to the Guggenheim Sans.
In the same press statement, Tina Vaz, Deputy Director, Chief Brand and Communications Officer of The Solomon R. Guggenheim Museum and Foundation explained, “In developing this new visual identity, we sought to create a system as dynamic and interconnected as our museums themselves. The decision to make Guggenheim Sans available as an open-source typeface, complete with an Arabic character set, reflects our commitment to accessibility and cultural dialogue. This is more than a typeface – it’s a tool for creative expression that we’re sharing with the world, inviting others to become part of the Guggenheim’s story.”
The new identity rings in a new era for The Guggenheim while still paying respects to its famed and extensive heritage. Imbued in the museum’s legacy in the vision for its expanding future, the new identity brings The Guggenheim constellation together, allowing each location to shine within a unified visual front. As the Pentagram team puts it, “Its new unified and accessible presence reminds us that the Guggenheim is truly ‘a museum for the world’.”
Image Source: pentagram.com
