Guggenheim museum New-York
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Branding of the Guggenheim Museum in New York, the abstract art museum.
The museum has a helical architectural design. Visitors start the tour from the top and then descend along a ramp. There is no exhibition hall and the visit is done only by sloping. Bias to work the branding of this cultural institution in line with the architecture of that place. I wish to represent in the logo the abstraction and the lack of distinct direction markings. So, we don’t know what comes first, the first or second floor. The symbols extend the lack of distinct markings with minimalist images. Oblique directly recalls the architecture of the interior of the building.

AXE SUD — 2012