The whitney museum specialises in modern and contemporary art
the experimental jetset believed it was only right for the Museum
to have a new contemporary look.
"Experimental Jetset were hired to rebrand this established institution,
imbuing it with a sense of fun and experimentation that better represents
the artists on display. The Whitney’s new logo mark, a malleable ‘W’,
is a bold, confident symbol that can be reimagined and reinterpreted to suit
the museum’s diverse needs. There’s not many institutions that would
embrace such a fluid identity but it’s testament to The Whtney’s ambition
that they’ve opted for something so bold."
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