For one quarter of its lifetime, the Guggenheim Museum has enjoyed the use of a signature typeface created by H&Co. The project originally commissioned by Abbott Miller, a sans serif in six styles called Guggenheim, has since grown into a family of thirty styles, now known as Verlag. This expanded set of fonts, now including five weights in three different widths, is now available from H&Co. And gratifyingly, it’s still being used by the Guggenheim — now more than ever.
If the fonts’ thirteen years of continuous use can be attributed to anything, it’s the careful formulation of the original brief. The iconic lettering on Frank Lloyd Wright’s famous rotunda furnished the seed for the project; unchecked, this might have grown into an overly stylized typeface, too eccentric to be of much use. A more short-sighted designer might have made the easy play for nostalgia, but Miller took a more thoughtful approach, envisioning all the different applications that the typeface would come to serve. The family of types we created was therefore more interpretation than facsimile, a versatile family that we all hoped would evoke the qualities of the museum without simply replicating its signature. It was the right call: the fonts once used only by the Guggenheim New York’s publication department now serve the signage programs of four museums, the institution’s Webby Award-winning website, and now the new identity for the Guggenheim Foundation, also designed by Miller, and premiering this year as part of the Guggenheim’s fiftieth anniversary. —JH