We were engaged to create a new brand identity and visual system for the J. Paul Getty Trust that celebrated its multifaceted nature and, above all, emphasized approachability and inclusivity.
Simplifying the name from J. Paul Getty Trust to Getty, we moved from what sounded like one man’s financial organization to an accessible, broader organization. Inspired by Saul Bass’s original logo for Getty, we created a humanist serif logotype that is clear, confident, and welcoming.
Internally and externally, the response to the new brand identity and greater branding system has been fantastic. It will continue to roll out publicly throughout 2020.