Whitney's graphic identity was created by Experimental Jetset in 2013 in response to their imminent relocation. It was built to be adaptable and versatile in order for the museums's in-house design team to use it in a variety of mediums and its concept is that of a new "graphic language, a sort of graphic toolbox" that can be applied to a variety of iconic visuals.
Our group generally agreed that it's a successful and iconic rebrand that clearly identifies the museum. It's perfectly adaptable to screen, print and motion, and the Neue Haas Grotesk type's almost identical appearance with its descendant Helvetica gives it a very clear link to New York City's subway and transit identity. You know as soon as you look at it that it's based in New York, and clean inspiration is taken from the new building; its geometric angles and sharp edges clearly resonate in the new identity.
Here the visual similarities between the museum's architecture and identity becomes clear - there was an obvious liaison between the architects and the graphic designers. The simplicity and modernity of the logo ensures that it doesn't distract from the gallery work - minimalist, geometric symbols are a trend in gallery and art museum identities.
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