1. Brand Development
at the Getty
Presented by:
Nicole Trudeau
Senior Designer, Design Department
The J. Paul Getty Museum
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

2. Introduction
How do we define brand?
brand ’brand n
3 a (1) : a mark made by burning with a hot iron to attest manufacture of
quality or to designate ownership (2) : a printed mark made for similar
purposes : trademark 4 a : a class of goods identified by name as the
product of a single firm of manufacturer
—Merriam-Webster’s Collegiate Dictionary
A brand is a combination of language, images, colors, fonts, and logos for
promotional materials tailored to our specific audiences.
—Getty Design department
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

3. Introduction
Key Steps
Intellectual Audit
• Get to know your client: What is their mission?
• Who is the target audience(s)?
• Are there similar organizations that are competition?
Communications Audit
• Review existing elements (print, web, etc.)
• What slogans are in use?
• What is working? What isn’t?
Development of Brand Strategy
• Find a model to follow to stay on track
• Learn from other brands
• What parts will make up your brand?
Implementation
• Address unique needs
• Style Guide
• Empower “brand shepards”
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

4. A Case Study:
The Getty Museum
Education Department
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

5. Intellectual Audit
Z
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

6. Intellectual Audit:
Know Your Client
Know your client.
What is their mission?
The Education department at the J. Paul Getty Museum offers a range of
educational programs of the highest quality at both the Getty Center and
the Getty Villa, enabling visitors to engage and better understand the art
objects on view.
Who is their target audience(s)?
The audiences we serve include adults, college students and faculty, K-12
teachers and their students, families with kids, teens, community groups,
and museum educators.
Identify similar or competing organizations
In our case, other art institutions with similar Education programs
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

7. Intellectual Audit:
Know Your Client
Identify keywords.
Brainstorm key words and phrases that define the brand, the client
and the audience(s).
Custom
“Mad Libs”
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

8. Intellectual Audit:
Know Your Client
Identify keywords.
From our exercise we compiled a list of terms for future designs.
Accessible Learn Welcome
Approachable Draw Comfortable
Active Gutsy Together
Meaningful Provocative Enjoy
Artful Enticing Create
New Direct Inspire
Experiential Simple Teach
Engaging Clear Question
Handsome Classic Rich
Unexpected Traditional Lively
Stimulating Discuss Fresh
Inspirational Interpret Explore
Consistent Discover Discover
Clean Try Observe
Clear Play[ful] Invent
Look Fun Educate
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

9. Intellectual Audit:
Know Your Client
Internal Organization
• Assess programs
• Identify key audiences
• Define Overlap
Venn Diagram
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

10. Intellectual Audit:
Know Your Client
Similar Organizations?
Look at competitors and learn from them.
Family Activity Guide
matist Composition: White on 5. Find Broadway Boogie Woogie by Piet Mondrian.
Education at the Education at the
imir Malevich. 14
Field trips
A few years before he painted He also liked boogie-woogie jazz music
ainting. Share The two whites the artist used in Broadway Boogie Woogie , Mondrian and was thinking about jazz’s offbeat
California Academy
ce with your this painting have different values. moved to New York City. rhythm when he made this painting. yellow
California Academy
ber. The value of a color is how light or w yell
ello ow
dark it is. Mondrian liked the tall In the space below, draw a picture of
n-y
-or
an Engage your students with a visit to
what comes to mind when you think of ee ge
is subtitled buildings, square city blocks, gr the Academy’s aquarium, planetarium,
New York City. Consider what colors
whites in the Look at the values of gray below. and flashing colored lights of
of Sciences
and natural history exhibits.
of Sciences
t. Can you Using your pencil, try to re-create you would use to represent this place.
Times Square. When you get home, add those colors
white in the them in the empty boxes. (Hint:
ora
en
to your drawing.
gre
ou notice a use the side of your pencil and
ng
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ite? experiment with pressing gently
and firmly.)
ed that 2009-2010
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Teacher BioForum
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Gain practical tips and build your
Teacher Institute
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own expertise with professional
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Sustainability
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AGES
Look around. Color is everywhere. It occurs 5+
Brochure C 2010 The Museum of Modern Art
4
naturally—for example, in flowers and birds’
Floor 5
Yellow, red, and blue are primary colors. Primary colors are those we use to make feathers. Things can also be given color, with
other colors. Toward the end of his career, Mondrian painted mostly with primary 5 3 2
paint or dye. Artists use color to represent
colors, plus white, gray, and black. what they see or to express a feeling or idea. Stairs to
Floor 4 10 21
Lessons Careers in Science
Look around. All of the works in this gallery are by Mondrian. What do you notice Find the Painting and Sculpture Galleries on 1
that is the same? What is different? the fifth floor to explore some of the different
Intern Program
& kits
ways artists use color. Gallery Entrance
Family Programs are made possible by an endowment established by the William Randolph Hearst
Foundation. Major annual support is provided by The Allwin Family Foundation.
This Family Activity Guide offers questions for guided looking, activities, and suggestions for further exploration. Bring hands-on science activities
22
Teachers’ Website
To make a gift in support of Education Programs at The Museum of Modern Art, please call the
Development Office at (212) 333-6591 or e-mail supporteducation@moma.org. Please note that not all works are on view at all times. For information on Family Programs at MoMA, please visit into your classroom with the
MoMA.org/family.
Academy’s downloadable lessons
and portable kits.
24
Calendar
Museum of Modern Art, NY California Academy of Sciences, SF
Welcome
Tate
Schools &
Teachers Tate Liverpool
Tate Liverpool is housed in the
Tate Modern
Tate Modern is situated on London’s
Tate St Ives
On a spectacular site overlooking
2009–10 Albert Dock and is an ideal place
to start exploring the city’s rich
cultural heritage. In spring 2009 a
brand new display from the DLA
vibrant South Bank close to St Paul’s
Cathedral and Shakespeare’s Globe
Theatre. UBS Openings: Tate Modern
Collection showcases international
Porthmeor Beach, Tate St Ives
presents exhibitions of international
modern and contemporary art
alongside works from the Tate
Piper Series opened focusing on modern and contemporary art by Collection. Forthcoming exhibitions
Tate Britain sculpture, and includes key pieces artists such as Salvador Dalí, Andy include The Dark Monarch: Magic
Tate Liverpool
by René Magritte, Pablo Picasso and Warhol and Jeff Koons. Each of & Modernity in British Art, Dexter
Henry Moore. Exhibition highlights Tate Modern’s four wings focuses Dalwood and St Ives Artists and the
Tate Modern this year include Colour Chart:
Reinventing Colour 1950 to Today;
on a major art movement; post-
war abstraction and figuration;
Tate Collection. Tate St Ives also
comprises the Barbara Hepworth
Tate St Ives Joyous Machines: Jean Tinguely and
Michael Landy; and Modernism and
Surrealism; Arte Povera; and
Cubism, Futurism and Vorticism.
Museum and Sculpture Garden,
which offers a remarkable insight
the Black Atlantic. Exhibitions coming up include into one of Britain’s most important
The Artist in the Age of Publicity, twentieth-century artists.
The DLA Piper Series is a continuous display John Baldessari and Francis Alÿs.
of exemplary works of modern and
contemporary art from the Tate Collection.
UBS Openings:
Explore Tate Modern Collection Displays
Sponsored by
3
Tate Museums, UK Walker Art Center, MN
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

11. Communication Audit
E
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

12. Marketing Audit:
Review,
Research, Survey Existing Materials
Find Inspiration
• What is working? What isn’t?
• Find key audiences
Do their materials have a similar look and feel?
• Find successful design elements
• Organize!
Find a place
(a BIG table!)
where you can
leave all materials
out for awhile.
Encourage others
to come and add
post-its with their
opinions.
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

13. • Are images and illustrations conveying the right message?
In our case: “Explore”, “Learn”, “Discover”
Language & Visuals Audit
• What language is overused?
• What slogans are in use?
look! ThE GETTy ViLLA’S FrEE school visits offer students experiences
with original works of art and feature links to California State Content Standards for
Visual Arts, Language Arts, Science, and History-Social Science. The Villa’s dramatic
architecture, modeled after a first-century-a.d. Roman country house; lush gardens;
breathtaking views of the Pacific Ocean; and shaded picnic areas provide
a memorable and educational field trip.
ViLLA
Looking at Art
The Getty K–12 School Visits
We offer two types of free school visits to suit your curricular
J. Paul GETTy MuSEuM goals and scheduling needs. All programs require one adult
TEAChEr SErViCES at the (non-student over age eighteen) for every fifteen students.
SChooL and Attendance at a Teacher Orientation Workshop is required
for all teachers bringing Self-Guided or Guided groups to the
Getty Villa for the first time.
Self-Guided Visits Guided Visits
Monday, Wednesday–Friday Wednesday–Friday
• Classroom teacher-led gallery tours • A one-hour interactive tour facilitated
• Up to 120 students by a Getty Villa Gallery Teacher
• Visit duration determined by teacher • Up to sixty students
beginning June 1 • Explore lesson topics at
® 2009–10 school visits www.getty.edu/education
Tel 310 440 7248
www.getty.edu
Apply for your
For more information an
to request a visit, go to
www.getty.edu/educ
A Look at the Getty Villa
The Getty Villa is a museum and educational center dedicated to
1200 Getty Center Drive, Suite 1000
the study of the arts and cultures of ancient Greece, Rome, and
Los Angeles, CA 90049-1687
Etruria. With objects dating from 6500 b.c. to a.d. 400, the collection
contains monumental sculptures as well as artifacts of everyday life.
Looking to Connect
Over 1,200 works are on view in twenty-three galleries devoted to
Teacher Resources
the permanent collection, with four additional galleries for changing
Marketing Audit:
Review,
Research,
Find Inspiration
exhibitions. Classroom Lessons Museum Visit Activities TeacherArtExchange Getty Teacher upda
and Lessons e-Newsletter
The galleries are arranged by theme and include Gods and
Goddesses, Dionysos and the Theater, and Stories of the Trojan War, • Designed to be Intended to be used in • Connect with other Receive monthly upda
implemented in the conjunction with your teachers and learners • Professional develo
among others. Visitors view the artworks in the context of their use in classroom museum visit: via e-mail • New online teachin
classical societies for a deeper understanding of the ancient world.
The J. Paul Getty Museum
• Address California State • Pre- and Post-Visit • Discuss issues related resources
Content Standards Activities to art education • News related to Ge
For updates on exhibitions and events, subscribe to the free e-Getty
• Visit Worksheets school visits
newsletter at www.getty.edu/subscribe. and Lessons
Design Department
www.getty.edu/subsc
Learning to Look
Make world-class art a meaningful part of your students’ lives!
Reservations for school visits booked on a first-come, first-served
For these free materials and prog
basis beginning June 1, 2009. Visit www.getty.edu/education today. www.getty.edu/educ
Professional Development
use the image on the other side to lead
the Thirty-Second Look Pre-Visit Activity Explore meaningful strategies for teaching with works of art
with your students! For instructions, go to through seminars, lectures, discussions in the galleries, and
www.getty.edu/education art-making activities.
®
The J. Paul Getty Museum • K–12: Two-hour Wednesday Teacher Workshops

14. Marketing Audit:
Review,
Research, Get Inspired
Find Inspiration
• Find things that speak to your hopes for the brand.
• Don’t limit yourself!
Create an
inspiration board.
This will keep you
on track as the
brand moves
forward.
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

15. Marketing Audit:
Review,
Research, Get Inspired
Find Inspiration
• What can we learn from other successful for-profit brands?
- Consistent application of brand elements
(color, identity, language, image tone and style)
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

16. Los Angeles, CA 90049-1681
Tel 310 440 7360
Marketing Audit: Fax 310 440 7722
www.getty.edu
Review,
Research, Sympathy for existing brands.
Find Inspiration
We have an existing corporate identity in place that must be
related to the sub-brand we establish.
MUSEUM/vertical.eps
Connect with 8/10 point
your The J. Paul Getty Trust
legal department
or consult private
GRI/vertical.eps
Communications Department
1200 Getty Center Drive, Suite 403
counsel if you have Los Angeles, CA 90049-1681
seum
questions about the The J. Paul Getty Museum
Tel 310 440 7360
at the Getty Center
ve,legality of the brand
Suite 1000 Fax 310 440 7722
49-1687 you develop.
www.getty.edu Center Drive, Suite 1000
1200 Getty
Los Angeles, CA 90049-1687
The Getty Research Institute The310 440Research Institute
Tel Getty 7300
www.getty.edu
1200 Getty Center Drive, Suite 1100 1200 Getty Center Drive, Suite 1100
Los Angeles, CA 90049-1688 Los Angeles, CA 90049-1688
Tel 310 440 7335 Tel 310 440 7335
www.getty.edu www.getty.edu Museum Institute
The Getty Conservation
The J. PaulConservation Institute
The Getty Getty
at the Getty Center
1200 Getty Center Drive, Suite 1100
1200 Angeles, CA Drive, Suite 1000
Los Getty Center 90049-1688
9/11 point The J.Los Angeles, CA 90049-1687
Tel 310 440 7335Trust
Paul Getty
Tel 310 440 7300
www.getty.edu
Communications Department
www.getty.edu
The J. Paul Getty Museum
Design Department
1200 Getty Center Drive, Suite 1000
Los Angeles, CA 90049-1687
Tel 310 440 7248
www.getty.edu
1200 Getty Center Drive, Suite 403

17. Marketing Audit:
Review,
Research, Understand the law.
Find Inspiration
ducation
Trademarks™ and Registered® identities can be complicated.
E In our case, we legally could not modify the corporate wordmark in any
way, so many of our initial logo ideas were nixed. We could have saved
time and effort had we consulted our attorney earlier on.
Connect with your
legal department
Family
programs
at the Getty Center
Option A-6
ducation ducation
Family
at the J. Paul Getty Museum
ducation
Family ducation
Education at the J. Paul Getty Museum Adult
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

18. Brand Strategy
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

19. Brand Strategy
Define your audiences.
Family
Programs appealing to a multigenerational group of
parents and children
School
Programs targeting K-12 students and their teachers
Adult / General
Programs for adults, including college students; or
programs that bridge the above audiences
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

20. Brand Strategy
Logo Model
“Parent” Logo
[Existing Getty Identity]
Mine the web!
Search for
inspirational logo
systems online.
“Child” Logo
[maintains element(s) of the “Parent” but
adds a color/font to distinguish itself]
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

21. Brand Strategy
Logo Hierarchy
“Parent” Logo
[Existing Getty Identity]
Education at the J. Paul Getty Museum
“Child” (Audience-Based) Logos
[maintains element(s) of the “Parent” but
adds a color/font to distinguish itself]
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu

22. Brand Strategy
Kit of Parts
The new brand is a combination of consistently-applied elements
unique to each audience group:
1. Language / Tone
2. Images
3. Color Palette
4. Fonts
5. Illustrations / Dingbats
6. Site Distinction
7. Logo
The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248
Design Department Los Angeles, CA 90049-1687 www.getty.edu