Guggenheim | UBS MAP

MAP Main title by johnson banks
Over a five-year period, the scheme will identify and support a network of art, artists and curators from South and Southeast Asia, Latin America, and the Middle East and North Africa. The programme involves curatorial residencies, acquisitions for the Guggenheim’s collection, international touring exhibitions, and far-reaching educational activities.

The first exhibition, focusing on South and Southeast Asia, will travel to two venues following the opening exhibition in New York early in 2013. In total, three exhibitions will travel to three venues each, for a total of nine presentations.

Our role was to help position, name and then brand the project, knowing that the design elements had to be durable enough for use worldwide by many different organisations and project partners.
MAP yellow logo by johnson banks
After an extensive and far reaching trawl for a name (looking at nearly a thousand options), the project team decided on MAP – a suitably global and easily understood word that sums up the journeying and charting aspect of the project, whilst acting as a noun and a verb in the process.
MAP multi-colour logos by johnson banksThe design task was to create a design system that would accommodate both the world-famous museum brand and its equally famous sponsor, often without being able to use any actual art.

Central to the scheme is a flexible logotype that can expand and allow MAP to function as an acronym, as shown above in static and moving applications.
MAP black logos by johnson banksIt can also be interpreted into different languages.

MAP carrier bag by johnson banks
MAP poster by johnson banksAnother key visual element is a palette of ever-moving land masses that expand and contract, visualising the three regions that will be explored over the project’s duration.
MAP land mass illustrations by johnson banks
These are used as ambient animations both for horizontal and vertical plasma screens at launches and events.MAP iPad by johnson banksHere’s a look at the initial design directions of the scheme which have been collated within an extensive design manual.

As the project spans a five-year period, we’ll add more examples to the case study as they are produced.
MAP t-shirt by johnson banks
MAP website by johnson banks
There’s more information on the Guggenheim’s site if you’d like to see where the project will be exhibiting next.

MAP at the Guggenheim by johnson banks

Our project partners were Jane Wentworth Associates who led on the strategic research and brand narrative and partnered with us on the naming.