The Guggenheim’s Map identity, by Johnson Banks

Johnson Banks has created the branding for the Guggenheim UBS Map Global Art Initiative, which aims to chart creativity and contemporary art from across the world.


The initiative will see the Guggenheim working with a network of artists and curators across from South and Southeast Asia, Latin America, the Middle East and North Africa on exhibitions, new acquisitions for the Guggenheim collection and other projects.

USB card
USB card

Johnson Banks says, ‘Our design task was to create a design system that would accommodate both the world-famous museum brand and its equally famous sponsor, without being able to use and actual art, since the curation process is only just beginning.’

Screen showing moving image palette

The consultancy developed a ‘flexible’ logotype that allows Map to function as an acronym and also to expand and accommodate a variety of different words.

Screens showing palette and flexible identity

It also created a ‘palette’ of moving land-masses that expand and contract to visualise the three regions that will be explored over the project’s duration.

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