A New Graphic Identity for the Whitney

Art Press Release from United States. Published by anonymous on Friday 21 June 2013.

A New Graphic Identity for the Whitney image A New Graphic Identity for the Whitney image

As the Whitney approaches the opening of its new building in 2015, it' is are taking stock of all aspects of its programming and operations. Two years ago, Museum staff began a thoughtful internal dialogue regarding the Whitney’s graphic identity and selected the design studio Experimental Jetset to develop a new approach which embraces the spirit of the Museum.

The result is a distinctive and inventive graphic system that literally responds to art—a fundamental attribute of the Whitney since its founding in 1930.

This dynamic identity, which the designers refer to as the “responsive ‘W’,” also illustrates the Museum’s ever-changing nature. In the upcoming years it will provide an important point of continuity for our members, visitors, and the public during the transition to the new space.

You can view the new identity on the redesigned whitney.org

Experimental Jetset