Guggenheim Museum
Personal Project
Personal Project
Brand Identity
This rebrand of the Guggenheim Museum draws inspiration from its origins as the Museum of Non-Objective Painting, where abstraction and experimentation redefined how art was experienced. Inspired by the building’s iconic spiraling form, the bespoke typeface echoes the rhythm of a visitor’s footsteps, transforming movement and connection into typographic motion. The design system reflects the organized chaos and fluidity of exploration within the museum.
To make this transformation more approachable, the museum embraces a new, conversational name—The Gugg. By adopting the shorthand already used by many visitors, The Gugg opens its doors wider, inviting audiences to feel at home within its spiraling halls.
To make this transformation more approachable, the museum embraces a new, conversational name—The Gugg. By adopting the shorthand already used by many visitors, The Gugg opens its doors wider, inviting audiences to feel at home within its spiraling halls.
