The Whitney Museum’s New “Responsive” Logo – Simple, Flexible Design

There’s been much buzz about the Whitney’s new identity. My initial reaction to it was just “meh”, but after diving a deeper into the core concepts behind the mark, I have to say, it’s pretty genius. In Liz Stinson’s article, posted via Wired, she touches on the two-year collaboration between Amsterdam based, design studio, Experimental Jetset and the Whitney Museum.

The article goes on to talk about how the European team was challenged in a variety of ways during the collaboration process. The short article is well worth a read… And if you are at all interested in delving a bit deeper into the process you can review the case study on Experimental Jetset’s site.