Pentagram unveils a unified global identity for the Guggenheim

The Solomon R. Guggenheim Foundation, a beacon of modern and contemporary art since 1937, has launched a cohesive visual identity crafted by Pentagram partner Harry Pearce. The new brand system brings unity across the Guggenheim's four locations: New York, Venice, Bilbao, and the soon-to-open Abu Dhabi.

From Frank Lloyd Wright's spiral marvel in New York to Frank Gehry's bold Bilbao structure, the Guggenheim museums are celebrated as much for their architecture as for their art. This legacy now extends to the museum's brand, which has evolved from the original 1982 identity by Massimo Vignelli and later versions by Abbot Miller in 2013. The new visual language, created by Pearce and his team in collaboration with Guggenheim's in-house experts and Jane Wentworth's strategy, centres on the ethos: 'One brand, one constellation, one vision, many experiences'.

The new logo might seem simple, but it carries an air of authority. It nods to its heritage geometric typography and a unifying 'G' symbol that is abstract and modular. This symbol encapsulates the constellation of Guggenheim locations, their global spirit, and their shared vision. The symbol also draws on the museums' architectural forms, evoking their common geometric design while providing strong brand recognition across digital and physical spaces.

Typography plays a major role, too. Guggenheim Sans, a refined adaptation of the Open Source font Inter by Rasmus Andersson, is joined by a sophisticated secondary font, Playfair. Additionally, the identity includes a bespoke Arabic version by Debakir and TB.D Studios, broadening its accessibility to the global audience, presumably in time for its grand opening in the Middle East. A complementary set of icons adds extra weight and relevance to the identity with bold geometric forms.

Guided by the principle of 'Amplification', motion is integral to the identity's design, connecting Guggenheim animations to its brand mission: 'We amplify the power of many imaginations'. Animated iterations of the logo bring an expressive edge that helps liven the identity across many channels.

Looking at the colour palette and various layout systems, it's clear that Pearce and his team wanted the art to speak for itself. Every visual seems to prioritise the artists Guggenheim welcomes through its doors. There is nothing overwhelming about Pentagram's design. But as any talented designer will admit, crafting something "simple" that doesn't take centre stage is quite the challenge. As Pearce explains, "Following museum guidelines, artist imagery is never cropped without consent, and graphics and typography are always kept separate and never overlaid onto the artworks."

It's a modern yet accessible design that not only pays homage to the Guggenheim's heritage but also aims to position it as a museum for everyone. And by visually linking each museum's architecture with a contemporary digital presence, Pearce's new identity celebrates the Guggenheim as 'a museum for the world'.