Whitney Museum of Art Re-Brand Analysis

The unusual but interesting collaboration between Experimental Jetset and the Whitney Museum meant that they helped create the graphic identity above, but the different forms and final applications are created by the in-house design team of the Whitney Museum. This makes the logo more applicable and unique to Whitney because it is created by their in-house team and in a sense a represents the Museum's creative mindset and direction of which it wants to take itself.

At first glance there was some debate on how well the re-branded worked overall, especially for 'the responsive W'. Some thought the W was too chaotic and unnecessary in its design, reminiscent of a child's drawing in which the lines are haphazardly drawn, leading to a visually imbalanced logo. Also, the proportions of the thin line also created massive white space surrounding the logo, adding to the argument that the line was unnecessary. However, these arguments were seen when the logo was without context. Not on any of the Whitney Museum's promotional products or advertisements. Attitudes towards 'the responsive W' changed as they saw the benefit of having this movement and versatility within the logo. 

The functionality of the logo can be seen through its ability to be used in a range of contexts. The simplistic, minimal design of the logo means that it doesn't distract the view from the subject it is trying to advertise. The black on white colour palette limits it visual impact but instead allows the intended subject to be at the forefront and the museum second.

The functionality of the logo ties in with the versatility of the thinly stroked W. The W is flexible and adaptable because of its ability to be manipulated to suit the context whilst still retaining the overall W letter form. By having this versatility it allows the logo to work on a range of products and on promotional items. The openness that is the line and the white space it creates is reflective of the art gallery. How they want the logo to represent the space that exists between the artworks and the open interaction and engagement between the visitor and the gallery.

The choice of typeface used in the logo was also an informed design decision. Experimental Jetset chose to use Neue Haas Grotesk, which reflected New York City the best. It is similar to the Akizedenz typeface used on the NY Subway and represents the minimalist boldness that the sub cultural movements possessed. By having WHITNEY in block capitals, it was made to look like the name of an institute rather than someone's first name. Also in keeping with the contrasting thickness between WHITNEY and W, the geometric nature of the block capitals contrasts the angular aesthetics of 'the responsive W'. 

Overall I think the re-brand was successful due its range of functionality on a range of products, ease of versatility made by the decision to include a 'responsive W' and the New York identity it has given its choice of typeface and what it represents.