The Whitney Museum's New Visual Identity

  • Posted 64 months Ago

Small and independent Amsterdam-based graphic design studio Experimental Jetset have created a new visual identity for the Whitney Museum of American Art in New York. The new logo works around the concept of the "responsive W", combining it with the typeface Neue Hass Grotesk to create a logo which can easily by applied to both marketing material and products. The redesign is in preparation for The Whitney's move from is current location on Madison Avenue to a new museum designed by Renzo Piano at the start of the High Line. Speaking about the logo, Experimental Jetset said it is "a distinctive yet inventive graphic system that literally responds to arts - a fundamental attribute of the Whitney since its founding in 1930." As most of our audience are graphic designers themselves, we're keen to hear your thoughts on the new logo. Leave them in the comments below.