Whitney Museum Redesign

   The Whitney Museum in New York has recently undergone a logo redesign and accordingly, swapped out all their branding and identity items.

   This redesign after 13 years of using their previous logo by Abbot Miller of Pentagram comes at a timely moment, as the museum prepares to uproot from its current Madison Avenue location to downtown Manhattan near the High Line by 2015.

   Dutch design studio, Experimental Jetset created the new logo, and it features a slim rendering of the letter ‘W’, which changes its shape according to the text or images that surround it in Whitney marketing materials. 



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