THE GETTY MUSEUM

THE CHALLENGE

Los Angeles was not known as an artistic and cultural hub, even though the evidence was all there.

THE SOLUTION

In 2012, the Getty Museum launched Pacific Standard Time, an unprecedented festival of art across Southern California, in collaboration with over 60 institutions coming together to celebrate the birth of the L.A. art scene. This region-wide initiative encompassed every major L.A. art movement from 1945 to 1980. The Getty Museum spearheaded the project, and has since continued PST initiatives. I designed the PST logo and Identity for this project and the designers at Chiat and individual Museums carried out the campaigns as follows. The identity system was featured on all communications and remains the centerpiece for the initiative.