Branding a “Living” Cultural Institution
For years, the J Paul Getty Trust had consisted of a disparate collection of initiatives, with different names, and missions. They would be brought together for the first time at the new Getty Center, and required a brand architecture that united all Getty initiatives, while providing each with a clear, differentiated reason for being.
Brand Positioning and Naming
Recognizing that the Getty Trust was commonly perceived as no more than a museum of antiquities, we repositioned the Trust as a globally relevant cultural organization with a museum, five institutes and a grant program. For the first time, all internal divisions carried the Getty name and each highlighted its important role with descriptive and appropriate nomenclature. Groups including the Getty Conservation Institute and the Getty Education Institute enjoyed renewed mandates, and a clear role within the broader mission of the Getty Trust.
The launch was an enormous success. The Getty Center, which was built for a daily capacity of 5,000 people, had to accommodate 20,000 per day during its opening week.