{"id":40633,"date":"2026-02-18T11:16:35","date_gmt":"2026-02-18T17:16:35","guid":{"rendered":"https:\/\/www.adpulp.com\/?p=40633"},"modified":"2026-02-18T11:16:35","modified_gmt":"2026-02-18T17:16:35","slug":"the-getty-is-all-for-art","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/the-getty-is-all-for-art\/","title":{"rendered":"The Getty Is “ALL FOR ART”"},"content":{"rendered":"

LOS ANGELES \u2014 The J. Paul Getty Trust introduced a new brand identity that captures the breadth and complexity of its work and defines and symbolizes what makes it unlike any other arts institution in the world.<\/p>\n

\u201cThis new design reflects Getty\u2019s personality and where we are headed,\u201d said Katherine E. Fleming, president and CEO of the J. Paul Getty Trust. \u201cIt gives visual form to a more connected, outward-looking Getty, one that is investing in ambitious ideas, supporting visionary work across the arts and expanding access to art and knowledge around the world. This identity helps us tell a more unified story about who we are and the impact we hope to have.\u201d<\/p>\n

\"\"<\/p>\n

The institution set out to create a visual identity that could represent the many interconnected parts of Getty, one that captured the global scope of its mission and brought a sense of movement, energy and life to the art, research, conservation and philanthropy at its core. To bring that vision to life, Getty partnered with Fred & Farid New York<\/a>, known for their radical design approach to global cultural and lifestyle brands.<\/p>\n

The result is a new \u201cG,\u201d a visual accompaniment to the most recent Getty logo that reflects the many elements that make Getty unique within the cultural landscape. The \u201cG\u201d forms a square block inspired by the travertine blocks of the Getty Center, while its four mosaic-like pieces, drawn from artworks at the Getty Villa, also represent Getty\u2019s four core programs \u2014 the Museum, Foundation, Conservation Institute and Research Institute.<\/p>\n

\u201cGetty\u2019s range of programs and offerings shaped the strategic foundation for the rebrand,\u201d said Farid Mokart, creative chairman at Fred & Farid New York. \u201cWorking across the institution, we defined together a single, enduring ambition rooted in Getty\u2019s founding purpose: expanding access to art and cultural heritage worldwide. This ambition anchors the new brand identity and is expressed through the tagline \u2018ALL FOR ART.\u2019\u201d<\/p>\n

Additionally, the flexibility of the \u201cG\u201d allows a wide range of imagery \u2014 from collection objects to archival materials, architectural details and contemporary visuals \u2014 to become a part of the design. The \u201cG\u201d can be blown up, rearranged and reinterpreted, unlocking endless iterations that reflect the open access to art that Getty offers its audiences.<\/p>\n

\u201cWe needed a visual identity that was uniquely Getty and distinct enough to unify how we show up globally,\u201d said Yasmine Vatere, assistant director of brand management and marketing for Getty. \u201cWorking with Fred & Farid New York, we iterated relentlessly, moving from concept to real-world use cases early and refining until every element, including the tagline, could scale across the institution consistently. This system gives Getty one clear, ownable expression in support of the work we do around the world.\u201d<\/p>\n

\"\"<\/p>\n

At its core, the fluid and evolving \u201cG\u201d embodies Getty\u2019s next chapter, one that includes ambitious leadership and forward-looking vision. It also reflects Getty\u2019s commitment to making art accessible to all through free admission, free programs, free digital research and resources, and global philanthropy.<\/p>\n

\u201cEvery day, we engage new audiences across platforms worldwide, building a shared community around Getty\u2019s collection and global work while staying grounded in our Los Angeles roots,\u201d said Desiree Zenowich, senior director of communications for Getty. \u201cFrom its beginnings as a seaside museum to an international cultural institution with extraordinary reach, Getty has evolved in profound ways. This identity gives us a more authentic way to reflect who we are and how we connect with people today.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

LOS ANGELES \u2014 The J. Paul Getty Trust introduced a new brand identity that captures the breadth and complexity of its work and defines and symbolizes what makes it unlike any other arts institution in the world. \u201cThis new design reflects Getty\u2019s personality and where we are headed,\u201d said Katherine E. Fleming, president and CEO […]<\/p>\n","protected":false},"author":3,"featured_media":40634,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,10,365,4,74,364],"tags":[],"class_list":{"0":"post-40633","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-agencies","8":"category-art-of-advertising","9":"category-brand-identity","10":"category-brands","11":"category-design","12":"category-press-release","13":"entry"},"yoast_head":"\nThe Getty Is "ALL FOR ART" - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/the-getty-is-all-for-art\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Getty Is "ALL FOR ART" - Adpulp\" \/>\n<meta property=\"og:description\" content=\"LOS ANGELES \u2014 The J. 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Fast Company was one of the first to correctly identify\u2026","rel":"","context":"In "Design"","block_context":{"text":"Design","link":"https:\/\/www.adpulp.com\/category\/design\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/06\/Designed-to-win.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/06\/Designed-to-win.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/06\/Designed-to-win.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/06\/Designed-to-win.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2018\/06\/Designed-to-win.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":37045,"url":"https:\/\/www.adpulp.com\/visa-updates-its-brand-story-and-brand-identity\/","url_meta":{"origin":40633,"position":5},"title":"Visa Updates Its Brand Story and Brand Identity","author":"David Burn","date":"July 22, 2021","format":false,"excerpt":"\"Visa has long stood for trust, security, acceptance, and inclusion.\" Sorry. I pulled that from the press release. Let's start over. How do you relate to the Visa brand? If you're like most people, it's pretty simple. Visa is a credit card that enables instant gratification. 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