The Whitney Museum Launches an Agile New Logo and Graphic Identity

On Tuesday, the Whitney Museum introduced its new graphic identity and logo—dubbed the “responsive W”—in anticipation of its 2015 move to a new downtown building designed by architect Renzo Piano. Composed of five thin black lines that together form a dynamic "W," the rejuvinated logo is able to adapt to different environments (and artworks) by configuring itself in varying angles. The design is meant to represent the museum’s “ever-changing nature,” according to the museum.

Designed by Experimental Jetset studio, the new identity will appear on visitor’s buttons, official materials, and souvenirs—not to mention some very fine-looking tote bags. No doubt, the increasing influence of the digital played a part in the revamp: the Whitney's website currently hosts an animation in which the logo reacts and relates to iconic works from the collection by Edward Hopper,Chuck Close, and Glenn Ligon. As the museum itself states, "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.”

In 2015, visitors will be able to experience the full scope of these changes at the Meatpacking District location.

At right find a selection of artworks from the Whitney Museum.