Raising Spirits
Nov 6, 2013

This Whitney Stories post from Halloween 2013 describes how the Whitney's graphic design team playfully incorporated the Museum's "responsive 'W'" into the design of goody bags, pumpkins and wall decorations.

  • Pumpkin with whitney logo on it next to DJ playing records.

    A "responsive 'W'" pumpkin accompanies artist and musician Keith Connolly. Pumpkin courtesy Maniac Pumpkin Carvers. Photograph by Matthew Carasella

  • Neon purple outlined ghosts in window.

    Bats and ghosts adorn the glass in the Museum's Lower Gallery. Photograph by Matthew Carasella

  • Black and white dotted tablecloth with table arrangement.

    Custom-made goody bags are provided alongside bowls of candy. Photograph by Matthew Carasella

  • Bag design with whitney logo creatively incorporated.

    The goody bag design features a "responsive 'W'" caught in a spiderweb

  • From outside a window, ghosts and bats adorn window.

    Black lights give the bat and ghost decals an eerie glow. Photograph by Matthew Carasella.

  • Cat and whitney logo on a pumkin next to a jar with brains in it.

    A glowing cat greets patrons at the front desk. Pumpkin courtesy Maniac Pumpkin Carvers. Photograph by Matthew Carasella

  • Girl with W on her face at the staff party.

    Whitney staff member Meredith Martin costumed as a "responsive 'W.'"

Since the launch of the Whitney Museum's graphic identity in May 2013, the graphic design department has continued to work closely with all areas of the Museum to integrate and promote the identity in all of the Museum's materials. For the opening of Rituals of Rented Island: Object Theater, Loft Performance, and the New Psychodrama—Manhattan, 1970–1980which coincided with Halloween, we playfully incorporated our mark into the design of goody bags, pumpkins and wall decorations. The "responsive 'W'" even worked its way into a costume or two.

Designers on the project include Meg Forsyth, Keri Bronk, Qian Li, and Rachel Mendelsohn.


The Whitney's Graphic Identity

Discover more about the concept created by Experimental Jetset, and see other applications made by the Whitney's graphic design department.