OUGD403 - Whitney Rebranding analysis - 18/10/2015

The Whitney Museum current logo.

The Whitney rebrand, for the exhibitions move to a new location which opened this year, was started in 2011 when design company Experimental Jetset were approached by the Whitney exhibit to design there new graphic identity. The rebrand successfully reflects the company even though it is simplistic, this along with the minimalism creates a sleek design which can be effectively transferred onto signage and and outer design elements, which Experimental Jetset did (Below).

The lines used are taken from the same style as the 'W' that Experimental Jetset designed, they work well to be representative of the new brand. They work well as arrows while still keeping to the same branding. The style of the arrows are directly linked with the main logo and can be recognised as part of the Whitney Museum without being to loud, it is the subtlety and simplistic of the design which works well in different context but together as a set.

One of the inspirations behind the design was a specific piece of work by Ad Reinhardt (Below), a comic strip from the 1940's a wonderful 'Typology of lines', Experimental Jetset wanted to use the design of the 'W' as a graphic agent of systems, a signifier of modern art and also a representation of lineage and though this representing heritage. From being inspire by this piece they were inspired by a text they found in a February 2012 issue of Artforum, which was an essay focussing on the role of line within Reinhardt's work, written by Prudence Peiffer, the article was titled 'Opening Lines'. However the design was influenced by so many different ideas it gives it so much depth and meaning.

The new logo also reflects the modernism of the new building which looks as if it is formed of lots of lines and angles, it is a very modernist style building in the sense of shape and form, it looks itself like a piece of work the Whitney would display. The space inside the museum has a lot of white space which gives examples of the work on display more of an impact and makes it more striking, it also allows the logo to be shown in a clear context of a white background. 

The logo itself is simplistic but has so much reasoning and justification through the context, which adds more significance and purpose to the actual design. The simple logo can be incorporated in different context, the signage above, and other graphic design, it is a flexible platform for different texts to advertise the current shows and exhibitions which will be shown at the Whitney.