Institutional brilliance

The Whitney Museum of American Art looks to the future with a new logo (see companion post) and revamped graphic identity. Design approach was developed by Amsterdam-based Experimental Jetset, with the bulk of the execution done by the museum’s in-house design group. Bright, simple, modern platform to accommodate the many communications coming out of the renowned institution. Flexibility and responsiveness of the new design really is a great thing to help stand for the dynamic, innovative nature of art itself. There’s a new W in town…