As Getty has evolved, its existing identity no longer fully reflected the breadth of its work–art, research, conservation and philanthropy–or the diverse audiences it serves. The institution set out to create a visual identity that could better represent the many interconnected parts of Getty and deliver a sense of movement, energy and life.

Getty worked with Fred & Farid New York, to develop this identity which included the design of a new ‘G’ logo. This weaves together ideas such as a square block inspired by the travertine blocks of the Getty Center and four mosaic-like pieces drawn from artworks at the Getty Villa, and symbols of its four core programs — the Museum, Foundation, Conservation Institute and Research Institute.

The abstract art reference is clearly a driving force, wrangled into a G, but this creates a brutal and unforgiving mark. Heavy and dominant that doesn’t really feel at all invitational as the institution extends its reach towards new audiences. This is, however, softened slightly by its application, with ideas and art projected through its four tessellating pieces.