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data-search-mask></div> </div> <div class="stickySearch js--top" data-behavior="stickySearch"> <div class="container"> <span class="stickySearch__title" data-search-stickytitle></span> <button type="button" class="btn btnClose stickySearch__btn" data-behavior="searchTrigger"> <span class="icon--close"> <svg><title>Close</title><use xlink:href="#icon--close" /></svg> </span> <span class="icon--close_mobile"> <svg><title>Close Mobile</title><use xlink:href="#icon--close_mobile" /></svg> </span> </button> </div> </div> <div class="wrapper"> <main class="content"> <div id="pjax"> <div class="pjax__container" data-namespace="casestudy casestudy--image"> <div class="container"> <header class="workHeader"> <div class="workHeader__title"> <h1 class="typo--title">Guggenheim</h1> <h3 class="typo--note workHeader__category">Brand Identity, Typography, Brand Strategy</h3> </div> <div class="workHeader__subtitle"> <h2 class="typo--titleSmall">Visual identity for the constellation of global art museums.</h2> </div> </header> <section class="workHero" data-video-hero=""> <div class="workVideo"> <div class="workVideo__player" > <div class="workVideo__resizer" data-video-item=""> <div class="workVideo__inner"> <iframe src="https://player.vimeo.com/video/1029312526?muted=1&loop=1&autoplay=1&autopause=0&background=0" frameborder="0" allow="autoplay" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe> </div> </div> </div> </div> </section> <div id="pjaxCaseStudy"> <div class="pjaxCaseStudy__container" data-namespace="casestudy casestudy--image"> <article class="workDetail" data-behavior="enlarge lazyloadImg numCaptions loadVimeoPlayers" data-modal-title="Guggenheim" data-work-content=""> <div class="workDetail__quote"> <a href="https://www.pentagram.com/work/guggenheim-3/story" data-behavior="showCaseStudyDetail" data-show-casestudy class="no-pjax"> <blockquote class="workQuote"> <p class="typo--quote workQuote__text">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.</p> <br /><span class="typo--asLink workQuote__link"><span class="typo--hovered">Learn more about the project</span></span> </blockquote> </a> </div> <div class="workDetail__featured"> <div class="workMedia workMedia--masonry "> <a href="#43052" class="workMedia__link" data-media data-media-url="https://pentagram-production.imgix.net/84f1c77a-0387-4ebe-8772-2334bda4569e/HP_02_Guggenheim_Case_Study_241107.jpg?rect=0%2C0%2C3556%2C2222&w=2000&fm=jpg&q=70&auto=format,https://pentagram-production.imgix.net/84f1c77a-0387-4ebe-8772-2334bda4569e/HP_02_Guggenheim_Case_Study_241107.jpg?rect=0%2C0%2C3556%2C2222&w=1333&fm=jpg&q=70&auto=format,https://pentagram-production.imgix.net/84f1c77a-0387-4ebe-8772-2334bda4569e/HP_02_Guggenheim_Case_Study_241107.jpg?rect=0%2C0%2C3556%2C2222&w=667&fm=jpg&q=70&auto=format" data-media-video='' 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allowfullscreen></iframe>' > <picture class="workMedia__picture workMedia__picture--masonry " style="background-image:url('https://pentagram-production.imgix.net/adcbcd60-67f3-47ba-9368-42455b4df5dc/HP_07_Guggenheim_Case_Study_Cover5.jpg?rect=0%2C0%2C3840%2C2160&w=32&blur=200&q=20&fm=jpg&auto=false'); padding-bottom:56.25% ;" > <span class="workMedia__play icon--play"><svg><title>Play</title><use xlink:href="#icon--play" /></svg></span> </picture> </a> </div> </div> <div class="workDetail__featured"> <div class="workMedia workMedia--masonry "> <a href="#43072" class="workMedia__link" data-media data-media-url="https://pentagram-production.imgix.net/adcbcd60-67f3-47ba-9368-42455b4df5dc/HP_08_Guggenheim_Case_Study_Cover6.jpg?rect=0%2C0%2C3840%2C2160&w=2000&fm=jpg&q=70&auto=format,https://pentagram-production.imgix.net/adcbcd60-67f3-47ba-9368-42455b4df5dc/HP_08_Guggenheim_Case_Study_Cover6.jpg?rect=0%2C0%2C3840%2C2160&w=1333&fm=jpg&q=70&auto=format,https://pentagram-production.imgix.net/adcbcd60-67f3-47ba-9368-42455b4df5dc/HP_08_Guggenheim_Case_Study_Cover6.jpg?rect=0%2C0%2C3840%2C2160&w=667&fm=jpg&q=70&auto=format" data-media-video='<iframe src="https://player.vimeo.com/video/1027360146?muted=1&loop=1&autoplay=1&autopause=1&background=0" frameborder="0" allow="autoplay" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>' data-media-caption="" data-media-autoplayvideo='<iframe src="https://player.vimeo.com/video/1027360146?muted=1&loop=1&autoplay=1&autopause=0&background=0" frameborder="0" allow="autoplay" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>' > <picture class="workMedia__picture workMedia__picture--masonry " style="background-image:url('https://pentagram-production.imgix.net/adcbcd60-67f3-47ba-9368-42455b4df5dc/HP_08_Guggenheim_Case_Study_Cover6.jpg?rect=0%2C0%2C3840%2C2160&w=32&blur=200&q=20&fm=jpg&auto=false'); padding-bottom:56.25% ;" > <span class="workMedia__play icon--play"><svg><title>Play</title><use xlink:href="#icon--play" /></svg></span> </picture> </a> </div> </div> <div class="workDetail__quote"> <a href="https://www.pentagram.com/work/guggenheim-3/story" data-behavior="showCaseStudyDetail" data-show-casestudy class="no-pjax"> <blockquote class="workQuote"> <p class="typo--quote workQuote__text">At the centre of the brand identity, the new Guggenheim logo is simple and authoritative and builds on the brand鈥檚 clear heritage of geometric typography. Strong, modern and impactful, it is designed for a global audience while firmly rooted in the Museum鈥檚 history.</p> <br /><span class="typo--asLink workQuote__link"><span class="typo--hovered">Learn more about the project</span></span> </blockquote> </a> </div> <div class="workDetail__featured"> <div class="workMedia workMedia--masonry "> <a href="#43055" class="workMedia__link" data-media data-media-url="https://pentagram-production.imgix.net/84f1c77a-0387-4ebe-8772-2334bda4569e/HP_09_Guggenheim_Case_Study_241107.jpg?rect=0%2C0%2C3556%2C2222&w=2000&fm=jpg&q=70&auto=format,https://pentagram-production.imgix.net/84f1c77a-0387-4ebe-8772-2334bda4569e/HP_09_Guggenheim_Case_Study_241107.jpg?rect=0%2C0%2C3556%2C2222&w=1333&fm=jpg&q=70&auto=format,https://pentagram-production.imgix.net/84f1c77a-0387-4ebe-8772-2334bda4569e/HP_09_Guggenheim_Case_Study_241107.jpg?rect=0%2C0%2C3556%2C2222&w=667&fm=jpg&q=70&auto=format" data-media-video='' data-media-caption="" > <picture class="workMedia__picture 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data-src="https://pentagram-production.imgix.net/84f1c77a-0387-4ebe-8772-2334bda4569e/HP_17_Guggenheim_Case_Study_241107.jpg?rect=0%2C0%2C3556%2C2222&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400" alt="" class="workMedia__img" /> </picture> <span class="tag workMedia__tip"><i class="icon--plus"><svg><title>Zoom</title><use xlink:href="#icon--plus" /></svg></i> Enlarge</span> </a> </div> </div> <div class="workDetail__quote"> <a href="https://www.pentagram.com/work/guggenheim-3/story" data-behavior="showCaseStudyDetail" data-show-casestudy class="no-pjax"> <blockquote class="workQuote"> <p class="typo--quote workQuote__text">Developed to work in perfect harmony with the new logotype, the primary typeface, Guggenheim Sans is a modern, human-looking geometric Open Source typeface.</p> <br /><span class="typo--asLink workQuote__link"><span class="typo--hovered">Learn more about the project</span></span> </blockquote> </a> </div> <div class="workDetail__featured"> <div class="workMedia workMedia--masonry "> <a href="#43074" class="workMedia__link" data-media data-media-url="https://pentagram-production.imgix.net/adcbcd60-67f3-47ba-9368-42455b4df5dc/HP_18_Guggenheim_Case_Study_Cover9.jpg?rect=0%2C0%2C3840%2C2160&w=2000&fm=jpg&q=70&auto=format,https://pentagram-production.imgix.net/adcbcd60-67f3-47ba-9368-42455b4df5dc/HP_18_Guggenheim_Case_Study_Cover9.jpg?rect=0%2C0%2C3840%2C2160&w=1333&fm=jpg&q=70&auto=format,https://pentagram-production.imgix.net/adcbcd60-67f3-47ba-9368-42455b4df5dc/HP_18_Guggenheim_Case_Study_Cover9.jpg?rect=0%2C0%2C3840%2C2160&w=667&fm=jpg&q=70&auto=format" data-media-video='<iframe src="https://player.vimeo.com/video/1027371287?muted=1&loop=1&autoplay=1&autopause=1&background=0" frameborder="0" allow="autoplay" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>' data-media-caption="" data-media-autoplayvideo='<iframe src="https://player.vimeo.com/video/1027371287?muted=1&loop=1&autoplay=1&autopause=0&background=0" 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