Hee Jae Kim

Guggenheim Rebrand

For this rebrand I was inspired by the museum's architecture, particularly the floors leading up to the atrium. I was
drawn to its minimalist white walls, the looping levels and organically round
nature of the architecture. This was my main inspiration in terms of modifying
a "g" for the logo. Color wise, I chose
blue to show the atrium's skylight. I was mostly inspired by the simple modernist style and emulated that throughout my print and digital pieces. I also created a system for exhibition posters where a
piece representing a specific exhibition would minimize in every layer of the "g," enforcing the motif of the looping levels.

For this rebrand I was inspired by the museum's architecture, particularly the floors leading up to the atrium. I was drawn to its minimalist white walls, the looping levels and organically round nature of the architecture. This was my main inspiration in terms of modifying a "g" for the logo. Color wise, I chose a blue to signify the skylight the atrium allows into the museum. I was mostly inspired by the simple modernist style and emulated that throughout my print and digital pieces. I additionally made a system for exhibition posters where a piece representing a specific exhibition would minimize in every layer of the "g," enforcing the motif of the looping levels.

SF Poster
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