In Brief

The Whitney Museum Launches an Agile New Logo and Graphic Identity

The Whitney Museum Launches an Agile New Logo and Graphic Identity
The Whitney Museum's new graphic identity

On Tuesday, the Whitney Museum introduced its new graphic identity and logo—dubbed the “responsive W”—in anticipation of its 2015 move to a new downtown building designed by architect Renzo Piano. Composed of five thin black lines that together form a dynamic "W," the rejuvinated logo is able to adapt to different environments (and artworks) by configuring itself in varying angles. The design is meant to represent the museum’s “ever-changing nature,” according to the museum.

Designed by Experimental Jetset studio, the new identity will appear on visitor’s buttons, official materials, and souvenirs—not to mention some very fine-looking tote bags. No doubt, the increasing influence of the digital played a part in the revamp: the Whitney's website currently hosts an animation in which the logo reacts and relates to iconic works from the collection by Edward Hopper,Chuck Close, and Glenn Ligon. As the museum itself states, "the result is a distinctive and inventive graphic system that literally responds to art—a fundamental attribute of the Whitney since its founding in 1930.”

In 2015, visitors will be able to experience the full scope of these changes at the Meatpacking District location.

At right find a selection of artworks from the Whitney Museum.


a treasure trove of fine art from the world's most renowned artists, galleries, museums and cultural institutions. We offer exclusive works you can't find anywhere else.


through exclusive content featuring art news, collecting guides, and interviews with artists, dealers, collectors, curators and influencers.


authentic artworks from across the globe. Collecting with us means you're helping to sustain creative culture and supporting organizations that are making the world a better place.


with our art advisors for buying advice or to help you find the art that's perfect for you. We have the resources to find works that suit your needs.


Artspace offers you authentic, exclusive works from world-renowned artists, galleries, museums and cultural institutions. Collecting with us helps support creative culture while bringing you art news, interviews and access to global art resources.