The Wired design blog this morning posted an in-depth look at the new logo for the Whitney Museum, recently revealed ahead of the museum’s move to the Meatpacking District in 2015.
The new minimalist collaboration with Amsterdam-based design team Experimental Jetset took two years to finalize, according to Wired. This was serious logo work.
From Wired:
“The Whitney definitely pushed our boundaries,” the Experimental Jetset team told Wired. “We can still remember the first meeting, when we had to answer some pretty serious questions – for example, what is the added value of an European design studio for an American museum? When does the graphic identity of a museum become too corporate? Questions like that. During the meetings we had with the Whitney, we constantly had to deal with very critical questions — but the discussions were always constructive. We really left those meetings wiser.”
The new logo replaces the old one of 13 years, which was fairly Breuer Building-y.
