The Whitney museum of American Art was given a re-identiy in 2015 while moving into its new building. Museum staff employed design studio Experimental Jetset to develop an approach which embraced the spirit of the Museum while serving as a visual ambassador for its new building. The result is a distinctive and inventive graphic system that responds to art, which represents the echoes of the Whitney Museum well. This dynamic identity, which the designers refer to as the “responsive ‘W’”, illustrates the Museum’s ever-changing nature in changing its shape to suit every individual application crsatign a truely fluid identity making the most of the available space.
Seeing how successful the identity of the Whitney is, and how it can be so easily identifiable while changing to suit every application individually inspires be to create a similar aesthetic within my identity. Using the outlines of the consistent letterform arrangement and filling the shape with whatever colour palette is most appropriate to each individual application will create a refreshing identity that is unique to each users experience evoking a sense of authenticity within the brand personality and defining a stronger consumer brand relationship which can be converted to brand equity.
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