Bold new identity for The Whitney Museum from Experimental Jetset

As an institute specialising in modern and contemporary American art it seems essential that The Whitney Museum should have an identity that reflects its contemporaneous status, and with plans to expand into a second Manhattan site in 2015 that need seems even more urgent. The Whitney have realised this and have just commissioned Experimental Jetset to revamp and rebrand this established and respected institution, imbuing it with a sense of fun and experimentation that better represents the artists on display. The Whitney’s new logo mark, a malleable ‘W’, is a bold, confident symbol that can be reimagined and reinterpreted to suit the museum’s diverse needs. There’s not many institutions that would embrace such a fluid identity but it’s testament to The Whtney’s ambition that they’ve opted for something so bold.