All for Art: Getty’s Identity Evolves with a New System

Earlier this year, the J. Paul Getty Trust introduced a refreshed identity by Fred & Farid New York, bringing a sharper, more adaptable system to one of the art world’s most established institutions. The central element is a reworked “G” mark, built from a set of angled, fragmented shapes. The new brand moves away from a static emblem and toward something more responsive, designed to shift across contexts while staying instantly recognizable.

That flexibility drives the entire system. The mark can act as a frame, a window or a mask, revealing artworks, sculptures and environments within its structure. In some applications it sits clean and solid, while in others it breaks apart to interact directly with imagery, letting Getty’s collection take the lead.

The typography and color palette follow the same logic. A clean typeface keeps a sense of heritage, while bold blues and neutral tones provide contrast and clarity. Together, the elements balance continuity with change, positioning Getty as both a steward of history and an active cultural platform. For more of Fred & Farid’s work, visit their website.

More branding inspiration via PRINT Magazine