Guggenheim

Pentagram was asked to create a new single-tier identity system for the constellation of museums that would work seamlessly across all its different activities, establishing it as a leading global cultural brand.

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At the centre of the brand identity, the new Guggenheim logo is simple and authoritative and builds on the brand’s clear heritage of geometric typography. Strong, modern and impactful, it is designed for a global audience while firmly rooted in the Museum’s history.

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Developed to work in perfect harmony with the new logotype, the primary typeface, Guggenheim Sans is a modern, human-looking geometric Open Source typeface.

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Following Museum guidelines, artist imagery is never cropped without consent, and graphics and typography are always kept separate and never overlaid onto the artworks.

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