Guggenheim Museums and Foundation Rebranding Concept
kissmiklos - Guggenheim Museums and Foundation
Abbott Miller’s firm designed the Guggenheim identity in 1997 based on the Wright-inspired lettering sign on the building’s façade. Miller collaborated with Jonathan Hoefler, who created the typeface from the sign and named the new font family Verlag.
Miller’s new logotype for Guggenheim was almost entirely based on Verlag. The only tiny difference is the letter G.
I think Verlag is a brilliant typeface, but I also believe Guggenheim Museums and Foundation could use a more iconic logo which is contemporary, innovative and timeless and at the same time fits with Guggenheim’s architectural traditions.
So I imagined a new logo and identity for Guggenheim, the temple of modern art.
My logo is not based on Verlag, however I kept it as the main font in the identity switching the ‘G’ to Miller’s ‘G’ as hint of continuity.
The identity is completed with silhouettes of the landmark Guggenheim building’s which I also believe is central to the Guggenheim’s great brand.
The main colour is Yves Klein International Blue as a reference to Guggenheim Bilbao’s iconic Pool from Yves Klein.
Design Agency Name: kissmiklos
Organisation/Project Type: Freelance, Non Published Concept Design
Article Title: Guggenheim Museums and Foundation Rebranding Concept
Brand / Project Name: Guggenheim Museums and Foundation
External Design Credits: kissmiklos (Miklos Kiss) designer
Project Type: Corporate Brand Redesign
Strategic Deliverables: Corporate Tone of Voice, Corporate Brand World
Design Deliverables: Corporate Brand Identity, Corporate Branding, Corporate Brand Identity, Corporate Brand Identity System, Corporate Brand Guidelines, Corporate Graphic Design
Market Country: Multiple Countries
Market Region: Global
Project Category: Entertainment
Corporate Brand Touchpoints: Brand Identity, Graphic Design, Iconography, Typography, Printed Clothing, Printed Advertising, Printed Advertising Campaign, Digital Website