OUGD403 Whitney Museum of American Art Graphic Identity 2013

http://whitney.org/image_columns/0044/7662/screen-shot-2013-05-15-at-1.37.jpg

Today we looked into the Experimental Jetset identity rebrand of the Whitney Museum of American Art. We discussed within a group our own views on the design and collectively summarised our opinions on the design.

As a group, we believe the Whitney visual identity is contextually informed as it reflects the structure/architecture of the new museum exterior. This enhances the identity through its bespoke concept and considered visual language. Also, the interchangeability of the design allows for ease in terms of reproduction and adaptation. Contrary to this view, we feel that on a practical level the identity is restrictive, dominating and rigid in it's communication visually. Although the designers produced the identity with a "need to be signed or filled", the visuals functionality is limited when presented as a stand-alone image. 


These images below show the logo design working in context and I think this shows the versatility of the design which adapts well to the different forms of presentation.

http://www.experimentaljetset.nl/archive/whitney-museum-identity

http://whitney.org/

Although I do not believe it works all the time as it has an inconsistent layout and shape which leads to amateurish design that seems awkwardly placed. It's major flaw is that is doesn't work well as a stand-alone image as the eye is drawn to the other visuals rather than the actual symbol.

http://www.experimentaljetset.nl/archive/whitney-museum-identity

One thing I do really like about this graphic identity rebrand is how the website turned out. I think it is cohesive and modern it has an ageless design. I believe it really engages with the viewer the stark black and white helps the legibility.

Screenshot of website.