For decades, the J. Paul Getty Trust—known globally as Getty—has stood as one of the most influential cultural institutions in the world. From its breathtaking hilltop campus in Los Angeles to its seaside origins in Malibu, Getty is more than a museum. It is a research engine, a conservation powerhouse, a philanthropic leader, and a visionary force shaping the global arts ecosystem.
Now, Getty enters a transformative era with a newly unveiled brand identity—one that reflects not only its extraordinary legacy but also its ambitious future.
“This new design reflects Getty’s personality and where we are headed,” shared President and CEO Katherine E. Fleming. And where Getty is headed is bold, connected, and outward-facing—committed to expanding access to art and knowledge on a global scale.
From Iconic Square to Living Symbol
Since 1997, visitors have recognized Getty through its travertine-inspired square logo, originally designed by legendary graphic designer Saul Bass for the opening of the Getty Center. That mark captured the architectural grandeur of the campus and defined a generation of Getty branding.
But Getty has grown—dramatically.
Today, the institution encompasses four powerful arms:
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The Museum
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The Foundation
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The Conservation Institute
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The Research Institute
Each operates globally, engaging scholars, conservators, artists, and audiences from every continent. As Getty evolved, leadership recognized that its visual identity needed to reflect the breadth, connectivity, and energy of its work.
To bring this next chapter to life, Getty partnered with Fred & Farid New York, known for redefining major cultural and lifestyle brands with bold, strategic design thinking.
The New “G”: A Mosaic of Meaning
The result is a dynamic and fluid new “G”—a visual system designed to move, expand, and evolve.
At first glance, the mark forms a square block inspired by the Getty Center’s travertine architecture. Look closer, and its four mosaic-like pieces—drawn from works in the Getty Villa—represent the institution’s four core programs.
This is not simply a logo. It is a living framework.
The flexibility of the “G” allows imagery to flow through it—collection objects, architectural details, archival materials, and contemporary visuals. It can be scaled, rearranged, magnified, or abstracted. The system unlocks endless creative possibilities while remaining unified and unmistakably Getty.
Creative Chairman Farid Mokart describes the strategy as rooted in one enduring ambition: expanding access to art and cultural heritage worldwide. That ambition is captured in the new, powerful tagline:
ALL FOR ART
Three words. One mission.
A Unified Global Presence
For an institution with international impact, consistency matters.
Yasmine Vatere, assistant director of brand management and marketing, emphasized the need for a visual identity that could unify Getty’s global presence. The team moved from concept to real-world application early, ensuring the system would scale across exhibitions, digital platforms, publications, philanthropy, and merchandising.
The refreshed color palette remains anchored in Getty’s signature blue—now enriched with vibrant accents inspired by its collections, gardens, and architecture. The result is sophisticated yet energetic, classic yet contemporary.
This is brand storytelling at its highest level—an identity built to support scholarship, conservation science, philanthropy, and public engagement simultaneously.
Expanding Access, Deepening Impact
At its core, Getty’s evolution is about access.
Free admission.
Free public programs.
Free digital research tools.
Global funding initiatives.
The new identity embodies that openness. It signals an institution that is not insular, but inclusive—committed to breaking down barriers between art and audience.
As Senior Director of Communications Desiree Zenowich notes, Getty has evolved profoundly—from a seaside museum to an international cultural force with extraordinary reach. The new branding allows the institution to reflect who it truly is today: innovative, connected, and forward-looking while grounded in its Los Angeles roots.
Six Pillars Defining Getty’s Next Era
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A Unified Vision: One cohesive identity across Museum, Foundation, Conservation Institute, and Research Institute.
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Global Accessibility: Continued commitment to free admission, digital scholarship, and worldwide cultural funding.
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Design as Strategy: A flexible visual system built to scale across platforms and generations.
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Architectural Inspiration: The “G” rooted in Getty’s iconic travertine structure while evolving into something dynamic.
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Creative Partnership: Collaboration with Fred & Farid New York to ensure bold, future-ready branding.
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ALL FOR ART: A concise mission statement reinforcing Getty’s foundational purpose—expanding access to cultural heritage worldwide.
A Legacy That Preserves the Past—and Shapes the Future
Getty’s refreshed identity is more than aesthetic refinement. It represents leadership in action. It honors history while embracing movement. It bridges scholarship and public engagement. It reinforces the institution’s promise to preserve the past, inspire the present, and shape the future.
In an era when cultural institutions must demonstrate relevance, accessibility, and impact, Getty has chosen not to retreat—but to expand.
The new “G” is fluid.
The mission is clear.
The ambition is global.
And the message resonates powerfully:
ALL FOR ART.
