New Angles

May 21st, 2013

The Whitney Museum has launched a new graphic identity conceived by Dutch design studio Experimental Jetset.  It appears to be anchored on a slender, ricocheted form they call the “responsive W.”  (Me, I’m opposed to any future “W.” of influence).  Is this new branding a step up from the indelible word form designed by Abbott Miller?  Caveat: branding an individual letter can lead to trouble!

I can't imagine ever wanting to be sans serif

Say what you will, but it does look good on the shopping bags!

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