Guggenheim Rebrand
Brand Identity
Instructor: Joseph Han
School of Visual Arts, 2024
Solomon
R. Guggenheim and his creative partner Hilla Rebay held a strong belief in the power of Non-Objectivity in art and sought to make that the basis of the Guggenheim’s predecessor, the Museum of Non-Objective Painting. To honor the musuem’s origins, this rebrand seeks to integrate the idea of non-objectivity throughout it’s design by using shifts in typography and imagery.