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