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.

As the Whitney approaches the opening of its new building in 2015, Museum staff are taking stock of all aspects of programming and operations. While much of this work is happening behind the scenes, one very visible aspect of this focus is the Whitney’s graphic identity. While the Museum has changed considerably in the thirteen years since it introduced the word mark designed by Abbott Miller of Pentagram, even more extensive institutional changes will come with the move downtown.

Two years ago, Museum staff began a thoughtful internal dialogue regarding the Whitney’s graphic identity and selected the design studio Experimental Jetset to develop an approach which embraces the spirit of the Museum while serving as a visual ambassador for our new building. 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. This dynamic identity, which the designers refer to as the “responsive ‘W’”, also illustrates the Museum’s ever-changing nature. In the upcoming years it will provide an important point of continuity for members, visitors, and the public during the transition to the new space.

The Museum’s thanks go to Experimental Jetset, its Graphic Design and Digital Media staff, Linked by Air, and the many talented people who have contributed to its creation. Below you’ll find some examples of work produced for the launch; please explore whitney.org itself, too. For a detailed look at the process Experimental Jetset's employed in developing the identity, please visit their website.

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.
Founded by artist Jared Madere, Bed-Stuy Love Affair is a gallery that presents exhibitions by emerging artists. Initially hosted in Madere’s Brooklyn apartment, the gallery has recently become a mobile exhibition space housed in a 1978 RV. For the Block Party, Madere and artist Ben Schumacher created an installation that served as a literal gate to welcome visitors to the event as well as an environment in which the musician Gobby performed.
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.