BRANDING - Research Whitney

Experimental Jetset - Whitney Graphic Identity

'It is exactly in this context that we would like the place the idea of the ‘responsive W’: the line as a graphic agent of systems (and of anti-systems), as a signifier of modern art, as a sketch of things-yet-to-come, as a diagrammatic device, and as a representation of lineage (and thus of heritage).

A thin, fragile line perfectly symbolises this ambiguous, seemingly paradoxical state of being ‘open’ and ‘closed’ at the same time.'

• The use of the W allows for a lot of flexibility with positioning, it can be used easily in a variety of formats.
• The consistency of the W makes for a strong visual identity, it is easily recognisable as the whitney. A consistent use of type makes the design more recognisable to the identity also.
• The shape was translated to be used for way finding across the exhibitions that complimented the other elements of the design. Think about incorporating this into the designs, could use a similar method of way finding in the exhibition with designed signs?