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A New Graphic Identity
for the Whitney

The Whitney Museum has a new mark: a dynamic W that responds to the artworks and words around it. Designed by Experimental Jetset, the new graphic identity embraces the inventive spirit of the Museum, and signals other changes afoot as the Whitney prepares to move to its new building in 2015. 

The Whitney’s new graphic identity was designed by Experimental Jetset; materials were designed by the Museum’s Graphic Design department. Featured here: A suite of stationery produced for the Museum. Photo courtesy Jens Mortensen.
The Whitney’s new graphic identity was designed by Experimental Jetset; materials were designed by the Museum’s Graphic Design department. Featured here: A book plate designed for the Museum’s retail store. Photo courtesy Jens Mortensen.
The Whitney’s new graphic identity was designed by Experimental Jetset; materials were designed by the Museum’s Graphic Design department. Featured here: A calendar designed for the Museum’s Membership program. Photo courtesy Jens Mortensen.
The Whitney’s new graphic identity was designed by Experimental Jetset; materials were designed by the Museum’s Graphic Design department. Featured here: The Museum’s Visitor’s Guide, which is available to all visitors. Photo courtesy Jens Mortensen.
The Whitney’s new graphic identity was designed by Experimental Jetset; materials were designed by the Museum’s Graphic Design department. Featured here: Admission tickets, which are color-coded according to ticket type. Photo courtesy Jens Mortensen.
The Whitney’s new graphic identity was designed by Experimental Jetset. Featured here: Buttons featuring various versions of the “responsive ‘W’”. Photo courtesy Jens Mortensen.
The Whitney’s new graphic identity was designed by Experimental Jetset; materials were designed by the Museum’s Graphic Design department. Featured here: a suite of kids’ materials produced for the Education department. Photo courtesy Jens Mortensen.
The Whitney’s new graphic identity was designed by Experimental Jetset; materials were designed by the Museum’s Graphic Design department. Featured here: A suite of materials designed for the Membership department. Photo courtesy Jens Mortensen.
The Whitney’s new graphic identity was designed by Experimental Jetset. Featured here: A puzzle game produced for the Museum’s retail store. Photo courtesy Jens Mortensen.
The Whitney’s new graphic identity was designed by Experimental Jetset; materials were designed by the Museum’s Graphic Design department. Featured here: A suite of shopping bags produced for the Museum’s retail store. Photo courtesy Jens Mortensen.
The Whitney’s new graphic identity was designed by Experimental Jetset; materials were designed by the Museum’s Graphic Design department. Featured here: A series of totebags produced for the Museum’s retail store. Photo courtesy Jens Mortensen.