Guggenheim Foundation Rebrands and Adopts New Latin and Arabic Typeface as It Prepares to Open Museum in UAE

On Thursday, the Solomon R. Guggenheim Foundation unveiled the new “visual identity” for its growing network of museums, a custom-designed, open-source typeface including both Latin and Arabic characters.

The new Sans font is now protocol for the branding of the foundation’s museums in New York, Venice, Bilboa, and the forthcoming Guggenheim Abu Dhabi.

“Created in collaboration with the renowned design firm Pentagram, the visual identity reinforces the Guggenheim’s position as a global cultural institution while celebrating the unique local character of each of its museums,” the foundation said in a statement.

It added that the use of both Latin and Arabic characters reflects “the institution’s museum locations and its commitment to accessibility and international dialogue.”

The Guggenheim Abu Dhabi art museum will be located in the United Arab Emirates’ Saadiyat Island cultural district. It will be the largest of the Guggenheim museums, standing almost 1,000 feet tall and spanning more than 300,000 square foot of floor space. It stems from the UAE’s 2005 plan to diversify its economy by pumping billions into cultural tourism.

The institution’s new Arabic character set was developed in partnership with Kuwait-based studio TB.D. and Lebanon-based studio Debakir. “The new typeface is freely available for public use, embodying the Guggenheim’s values of openness and cultural exchange,” the Guggenheim said.

To coincide with the rebrand, the foundation has created a capsule collection of clothes, accessories, and gifts for sale in the Guggenheim New York shop and coming soon to Bilbao, Venice Abu Dhabi, and online. The collection is the product of a collaboration with the Spanish production firm Dots & Roots.

“I’m thrilled to introduce this new chapter in our visual story, one that captures the essence of who we are – four museums in four great cities on three continents, each in a distinctive architectural home where anyone can encounter and learn with outstanding works of modern and contemporary art,” Mariët Westermann, director and CEO of the Guggenheim Museum and Foundation, said in a statement. “Together, we form a global constellation united in creating and sharing transformative experiences of art and architecture. This refreshed, elegant and dynamic identity expresses that shared vision while honoring the unique spirit of each Guggenheim museum.”