The Whitney Museum of American Art has unveiled a new logo, which will replace its thirteen-year-old all-capital letter design. The new logo features a thinly drawn, slanted “W” known as the “responsive W” as the letter shifts in size and shape depending on where it appears and which artwork its accenting.
The revamped logo is part of the museum’s overhaul, which includes a major relocation from uptown to downtown Manhattan. The new Renzo Piano-design building is expected to open in 2015. The Whitney’s new location will include an 18,000-square-foot gallery, which will be the largest column-free exhibition space in New York City.
Experimental Jetset of Amsterdam, a small, independent, Amsterdam-based graphic design studio, designed the museum’s new logo.
