Say WWWhat? Whitney Museum Unveils New Graphic Identity

With its imminent move downtown to new Renzo Piano-designed digs, the Whitney Museum of American Art decided that its graphic identity was also in need of an overhaul. And so it’s out with Abbott Miller‘s 13-year-old wordmark (which, like a fine wine, would only have gotten better with age) and in with a…spindly, shape-shifting line? The new identity, created by Amsterdam-based Experimental Jetset and unveiled today along with the museum’s redesigned website, is an anti-logo: lacking distinction, gravitas, and the ability to be seen from across a room. The “responsive ‘W’,” intended to dynamically “illustrate the museum’s ever-changing nature” with an elastic take on the letter “W,” is paired with a redrawn version of Neue Haas Grotesk, in all caps. With an infinite array of options, the identity can evoke the work of Dexter Sinister or Lawrence Weiner, the slanting logo of W magazine, or a line graph that got lost in a museum on its way to a sales report. But mostly, it leaves us wondering, Why?

Looking for guidance as you job hunt? Look no further. Join our
• Those in New York have plenty to keep them busy this weekend, as NYCxDESIGN rolls on and ICFF arrives. Whether you’re in Manhattan or Mumbai, Saturday is 
• Munich’s
Toilets and urinals aren’t typical fodder for red-carpet conversation, but stall talk dominated on Monday evening as galagoers ascended the steps of the Metropolitan Museum of Art in ensembles that ranged from
“I’m just so fascinated with what the approach to theme will be–is it about a punk attitude? Is it about the specific time period referred to as punk? I think there are a lot of mysteries to be unveiled. And we can use it as an excuse to spit inside the museum…just inside a cistern of some sort, any old Greek cisterns we might find.”
Paola Antonelli, 
The Museum of Modern Art made headlines when it 

Nadine Cheung
Editor, The Job Post
UnBeige Twitter feed loading...