OUGD403 - Whitney Museum Identity - Group Analysis

As a group we analysed the identity of the The Whitney Identity Museum in New York. Our group discussion revolved around various notes which was then typed up into the statements below.


They aimed to create a responsive W, which as a group we believe they have achieved a W that is adaptive to many different scenarios when communicating information. Which they can apply consistently to all promotion, adverts and branded stationary. The designers have also made informed design decisions in specific areas such as the selected typeface. Not only is the typeface in keeping with current trends in gallery branding, it is also relevant physically to the city itself. This physical relevance is ‘due to the sharpness’ of the typeface which according to the designers represents NYC. Possibly due to similar typefaces such as Akzidenz Grotesk being using in the branding of the NYC subway. As a group we agreed that we did not visually connect with the W in terms of aesthetics. However we believe the primary function is purely as a ‘grid’ for formatting rather than a visual symbol to communicate the gallery. Therefore in terms of functionality we agreed that it works. Developing on that point, we identified that this W works in the context of an art gallery. This was agreed due to the commonplace of minimal design throughout gallery brandings. This mark/grid may not work when applied to another context, for instance a clothing brand or restaurant. ‘It would be much easier to present history of art as a simplistic line. – But that’s not the Whitney.’ Is a quote from the designers justifying the context of the ‘zigzag’. They state that the zigzag is a visual metaphor for a non-simplistic, more complicated history of art. Claiming that the zigzag is coincidentally also a capital W for Whitney and that the zigzag could also represent a pulse or the heart beat of a city and or representing a back and forth between the history and the future.

I also constructed further personal research on the Whitney Museum logo below


I personally feel that the logo could not work in any other context other than a museum where much of the artwork is simple and uses a similar geometric design. The design is also very adaptable in different contexts alongside artists names and type however, I believe that this is the only scenario where it works as a successful piece of art.The design simply looks unbalanced when used as just a logo as the bold typeface takes over the skinny lines of the 'W'. I also think that the designer has tried to impress other designers with the logo instead of looking at how the audience will perceive the design. Personally, without reading the description behind the design, I don't think that the average person will perceive the logo and relate to the concept behind it.