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From Representation to Participation: Graphic Identity of the BMW Guggenheim Lab

Abstract A ‘mobile laboratory about urban life’, the BMW Guggenheim Lab was an ambitious joint initiative of the Solomon R. Guggenheim Foundation and the BMW Group. It operated for about two years from August 2011, travelling three cities – from New York to Berlin and finally Mumbai. This article is focused on the design of its graphic identity, especially its dynamic, interactive logo system driven by public participation. The authors – the designers of the identity – discuss the conceptual background and the design process, as well as provide a critical reflection on the social implications of the system.