whitneymuseum:

We’re excited to introduce a new look for the Whitney!

Design studio Experimental Jetset developed the new 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.

You can view the new identity on the redesigned whitney.org and via this introductory video. You’ll be seeing much more it at the Museum, in our mailings and advertising, and elsewhere over the next few weeks. We welcome your comments via Facebook and Twitter.