The starting point for the Architecture Effects exhibition at the Guggenheim Museum Bilbao was the famous architecture of the museum itself, designed by Frank Gehry. He employed brand new computer-based technology as well as the so-called ‘Bilbao Effect’. On the one hand, the exhibition displayed historical documents dating back to 1997 (the museum’s opening year) that reveal profound societal changes in terms of media and technology, which have occurred since then and are still occurring. Furthermore, the exhibition featured work by contemporary architects, designers and artists, which reflected on the subject in a broader sense. We designed a visual identity with modular and individual exhibition titles, made up of components of the Galapagos font. The expressive forms follow the museum building’s example. The ever-changing and dynamic main title letters openly display their construction, their technical backbone, the grid and thus allude to the exhibited changes of technology in architecture and society. The grid is made visible with fine, coloured lines. We assigned different typographic styles to the exhibition’s three sections. Airlock appears futuristic, Garden is organic and Bubble plays with curves. The main title combines all three styles in different variations. The extravagant titles are accompanied by strict justification, but structured with large, airy indents.