"The design was born of the strategic work by Jane Wentworth and came from the idea of creating a constellation of museums, with one harmonised visual language and identity," Harry tells Creative Bloq.
"This developed in a singular mark and new brand architecture where each museum was named by place. The visual approach of each museum could flex to suit its differing audiences, yet use a united design system," he adds.
"Playing on the brand's iconic geometric typography, the Guggenheim's new logo is a clean and authoritative wordmark that embraces heritage while maintaining a sleek modern appeal."
"Accompanying the logo is the new 'G' symbol - a figurative emblem that unites the constellation, proving a 'simple, iconic sign-off, echoing the architectural form of the museums.'"
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