Client: Dataland

Brand Identity For Dataland Museum

Why did Dataland choose minimalism for a maximal AI museum?

Pentagram created a dynamic brand identity for Refik Anadol’s Dataland, a new museum exploring the intersection of human imagination and machine creativity. The system features a geometric logotype, minimalist typography, and data-driven visual elements that reflect the museum’s immersive, multisensory experiences. The identity balances technical precision with cinematic vibrancy, ensuring flexibility as the museum evolves.

Set in ABC Solar, Artex, Gridnik

Insights

The core challenge was creating a brand for Refik Anadol’s “laboratory of imagination” that could sit alongside his dense, mesmerizing visuals without competing; Pentagram answered with minimalism as contrast, using geometry to stay legible over the churn.
The identity system includes a logotype adapted from Dinamo’s ABC Solar, built from round and straight elements, plus a typographic stack of Artex and Gridnik to bridge the museum’s technical aesthetic across website, visitor experience, and promotional materials.
Pentagram, with partners Giorgia Lupi and Abbott Miller, also treated charts and graphs as a brand asset: data-visualization elements echo the logo’s geometry and overlay color and photography, reinforcing the museum’s data-driven premise.
Dataland is a 25,000 sq ft museum at The Grand LA in downtown Los Angeles, opening 20 June 2026 with five immersive galleries of light, sound, and scent; the inaugural show, Machine Dreams: Rainforest, uses Refik Anadol Studio’s Large Nature Model trained on 500 million nature images and 50,000+ audio recordings.
The project was developed starting in 2022 and had to survive the transition from concept to institution, with clear authorship split between Pentagram’s brand system, Refik Anadol Studio’s artwork and motion graphics, and Frank Gehry’s building design.