The new identity for the Whitney Museum in New York, designed by Dutch consultancy Experimental Jetset, takes off in an entirely different direction just as the museum itself prepares to move to the Meatpacking District from the Upper East Side in 2015. Renzo Piano designed the much-anticipated building and the logo takes inspiration from the architecture while also centering on the concept of a “responsive W,” developed by Experimental Jetset. A thin-line W serves as a holding device for text as well as a reference to the pulse of a heartbeat.

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