The Getty Museum rebrand project originated from Brad Bartlett’s Type 5 Transmedia class at ArtCenter College of Design in Pasadena, California. The ideation behind reimagining the Getty Museum as a more accessible cultural institution by providing a new tagline: ‘Crossing the threshold frame by frame.’ Envisioning the Getty Museum through this new refreshing public frame: as a cultural, ethical, welcoming, inspiring, and intelligent hub. 

With these new branding core concept, was born a universal graphic associated with art, design, photography, architecture, and furniture design. The frame being a fundamental, yet significant element that has existed since Ancient Roman times. The new Getty Museum is hereby re-honored as the chain that connects everyone through their vast collection of visual arts at both the Getty Center and Getty Villa; a unified institution with a consistent and cohesive branding language. The rebrand explores a broad range of Getty Museum touchpoints, such as identity collateral, membership package, OOH design, posters, AR posters, e-tickets, podcasts, an app, websites, signage, wayfinding designs, social media, and a brand guidance.

       盖蒂博物馆的品牌重塑项目起源于加州帕萨迪纳艺术中心设计学院的Brad Bartlett老师的 Type 5 Transmedia 课程。该项目的理念是通过提供一个新的标语：“穿越一个又一个视角”，重新构想盖蒂博物馆，使其成为一个更加易于接近的文化机构。
      这一新颖的公众视角将盖蒂博物馆定位为一个文化、道德、包容、启发性且富有智慧的中心。在这些全新的品牌核心概念下，诞生了一个与艺术、设计、摄影、建筑和家具设计相关的通用图形。“画框”作为一个基本且重要的元素，自古罗马时代以来便一直存在。新的盖蒂博物馆因此重新被誉为通过其庞大的视觉艺术收藏——包括盖蒂中心和盖蒂别墅——连接每个人的纽带；这是一家统一的机构，拥有一致且连贯的品牌语言。品牌重塑探索了盖蒂博物馆的广泛接触点，包括品牌标识物料、会员包、户外广告设计、海报、增强现实（AR）海报、电子票、播客、应用程序、网站、标牌、引导设计、社交媒体以及品牌指南。

Instructor: Brad Bartlett
Photographer: Charlie Sin
Writing Instructor: Polly Geller